Standard Chartered Cup 2024 Strengthens Bonds Through Corporate Football

In December 2024, India hosted the Standard Chartered Cup (SC Cup), a global corporate football tournamentorganized by Standard Chartered Bank. This seven-city event engaged corporate teams in a five-a-side, 10-minute match format. The winning Indian team earned a coveted trip to Anfield, the iconic home of Liverpool FC.

Partnership with Liverpool FC

For 14 seasons, Standard Chartered has been the Main Club Partner for Liverpool FC’s men's and women's teams, a collaboration that reflects shared values of excellence and community impact. The partnership, one of the longest in the Premier League, offers unique opportunities like exclusive matches and stadium tours to clients and employees.

Sumeet Singla, head of corporate affairs, brand, and marketing for India & South Asia at Standard Chartered Bank, emphasized the alignment between the bank’s brand values and football’s ethos of teamwork and resilience.

Engaging Clients and Employees

The SC Cup not only strengthens client relationships but also fosters a sense of camaraderie among employees. Singla highlighted the event's dual role:

• Employees: Build teamwork outside office settings.
• Clients: Deepen engagement and brand recall through participation in a large-scale corporate event.

India’s Role in the Partnership

India holds a prominent place in the Liverpool FC-Standard Chartered partnership, with the country ranked #1 for Liverpool FC’s internet-connected followers (106.7 million) and digital followers (7.2 million).

The SC Cup reinforces Standard Chartered’s legacy in India, spanning 165+ years, while contributing to brand visibility and deeper community connections.

Event Execution and Marketing

The SC Cup 2024 spanned seven Indian cities, with corporates competing locally before advancing to the national finals. Logistical efforts involved collaboration across India and the global Standard Chartered network. Marketing efforts used social media, internal communication, and media coverage to maximize event visibility.

The winning corporate team from India earned an exclusive trip to Anfield, including a stadium tour, behind-the-scenes access to the dressing room, and a chance to meet Liverpool FC legends. These "money-can’t-buy" experiences enhance client relationships and brand loyalty.