Standard Chartered brings champion mentality to investing with Liverpool FC

Singapore – Standard Chartered has launched Invest Like Champions, a global marketing campaign developed in partnership with Liverpool Football Club to spotlight its Signature CIO Funds across 12 markets.

Built on the bank’s long-standing relationship with the 2025 Premier League champions, the campaign draws parallels between elite football strategy and disciplined wealth management, mapping key on-pitch roles to distinct investment approaches. 

The campaign arrives amid increasingly complex and volatile market conditions, positioning the Signature CIO Funds as globally diversified, professionally managed portfolios that are actively adjusted using the bank’s CIO house views, offering investors a clearer framework for long-term decision-making.

“With market conditions becoming more complex and volatile, clients are increasingly looking for structured and professionally managed solutions,” said Sumeet Bhambri, global head of Advisory Managed Investments and Wealth Solutions at Standard Chartered. 

Bhambri added, “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.”

“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,” said Haymans Fung, global head of Wealth and Retail Bank Marketing at Standard Chartered. 

Fung underscored, “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.”

“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,” said Ben Latty, chief commercial officer at Liverpool FC. 

Latty added, “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.”

The creative was led by Octagon Singapore, while Dentsu Singapore handled media strategy, deploying a video-first approach across YouTube, TikTok, and Meta, with content timed to major football moments and delivered through mobile-first, immersive formats. 

The campaign runs from February to April 2026 across Asia, the Middle East, Africa, and Europe.