Banking and financial services firm Standard Chartered has expanded its sponsorship of Liverpool to include the club's women's team, reports, www.sportspromedia.com/.
The multi-year deal will see the London-headquartered company become the front-of-shirt sponsor of Liverpool FC Women, occupying the same position on the team's kits as it does for the men's side.
Standard Chartered, which first teamed up with Liverpool in 2010, penned a four year extension of its partnership with the Premier League outfit in May last year, in a deal worth a reported UK£160 million. The company said in an official release that its new contract with the club's women's team 'runs in line' with the men's side.
Emma Sheller, global head of brand and marketing at Standard Chartered, said: "Nearly 50 per cent of our employees are women and diversity and inclusion underpins the bank's values.
"The popularity of women's football is on the rise - as we've just witnessed with the recent [Fifa] Women's World Cup - and Standard Chartered is excited to be expanding our existing relationship with Liverpool FC Women and work with these elite athletes on some really meaningful partnerships over the next few seasons."
In addition, Liverpool have also announced a new deal for the women's team with baby gear brand Joie, which will be listed as the official family partner of the Women's Super League (WSL) outfit.
Both deals mark Liverpool's latest attempt to more closely align their men's and women's teams. The news comes after Liverpool FC Women joined the reigning European champions on their pre-season tour for the first time, playing a pair of friendly matches in the United States.
Peter Moore, chief executive of Liverpool and chairman of the club's women's side, added: "It's fantastic to see that Standard Chartered is strengthening its involvement with the LFC Women's team.
"And for a family-focused brand like Joie, it's also a very positive message to see them investing in both the women's and men's teams, and hugely positive to see brands continuing to back diverse and inclusive organisations. We're very pleased we can count on their support."
