Standard Chartered taps Liverpool Football Club to promote signature CIO Funds globally

Standard Chartered has launched ‘Invest Like Champions,’ a global marketing campaign developed in partnership with Liverpool Football Club (LFC), to elevate the bank’s Signature CIO Funds across 12 key markets.

Leveraging its long-standing strategic partnership with the 2025 Premier League champions, ‘Invest Like Champions’ connects the passion of football with the precision of wealth management, translating on-pitch elite strategy into disciplined, expert-led investing. This is brought to life by mapping key roles of Liverpool FC players on the field to distinct wealth investment tactics.

The campaign frames investing through the lens of discipline and expertise, reflecting a market environment where increasing complexity has made confident decision-making harder to achieve. Within this context, the Signature CIO Funds, which are globally diversified and actively adjusted portfolios underpinned by the bank’s CIO house views, presents a structured way to simplify this complexity.

Sumeet Bhambri, Standard Chartered’s Global Head of Advisory Managed Investments and Wealth Solutions, commented, “With market conditions becoming more complex and volatile, clients are increasingly looking for structured and professionally managed solutions. The Signature CIO Funds are center to how we support clients in building resilient portfolios while pursuing long-term wealth growth. This campaign marks the first time we are expanding our partnership with Liverpool FC into our wealth solutions franchise, using a concept of a champion mentality to reflect the discipline, preparation and consistency required to build successful investment outcomes.”

Haymans Fung, Standard Chartered’s Global Head of Wealth and Retail Bank Marketing, said: “Our partnership with LFC has been an important part of how we connect with global audiences, and Invest Like Champions represents a new chapter in how we are activating and uplifting that relationship. Our Signature CIO Funds are backed by world-class insights, robust research, and diversified strategies, giving consumers the confidence to invest in expertly designed portfolios to achieve their wealth objectives. Telling a role-based story through the lens of football translates sophisticated investment thinking into relatable and inspiring content for our target audience, while our focus on digital, video and social platforms ensures our position appears in the moments and formats where engagement is most natural.”

Ben Latty, Chief Commercial Officer at Liverpool FC, said: “Standard Chartered has been a valued partner of the club for many years, and their support has been key in our success on and off the pitch. Throughout the years, our partnership has continued to go from strength to strength, underpinned by our shared commitment to engaging global audiences and supporting communities, and we’re delighted to work with them on their newest global marketing campaign.”

Octagon Singapore led the campaign’s creative, shaping a story rooted in success. By linking shared values of excellence, performance, and ambition, the work brings both brands together in a way that feels authentic and emotionally engaging.

Built around the idea of shared winning principles, the creative strategy taps into the global appeal of Liverpool FC to spotlight the expertise behind Standard Chartered’s Signature CIO Funds. By drawing parallels between the club’s tactical precision and depth of talent, and the bank’s research-led, multi-asset investment approach, the campaign demonstrates how smart strategy – on the pitch or in a portfolio – drives success. The resulting ‘Invest Like Champions’ positioning gives clients the confidence to navigate complex financial landscapes with world-class insight.

Dentsu Singapore leads the campaign’s strategic investment in social and digital ecosystems where the bank’s affluent audiences engage most on. It adopts a video-first approach with YouTube driving scale and awareness, and TikTok and Meta deepening engagement and social amplification.

Content is aligned with key football moments to encourage organic sharing, supported by immersive, mobile-first formats such as Meta Story Builder.

The campaign will run in Hong Kong, Singapore, Malaysia, Mainland China, Taiwan, Korea, Brunei, UAE, Bahrain, Kenya, Nigeria and Jersey, from February to April 2026.