Interested to read that Liverpool FC will replace the branding of Standard Chartered with a new 'Seeing is Believing' logo on their shirts for their final English Premier League game against Chelsea at Anfield tonight, Tuesday 8th May.
In a one-off initiative, the team will wear limited edition shirts with the shirt-front sponsor space given over to the charity in tonight's match against Chelsea.
The shirts will then be signed by the players and auctioned off for the charity.
Seeing is Believing is Liverpool sponsor Standard Chartered's global charitable initiative which raises funds to tackle blindness in developing countries.
Clearly this is no give-away by the club which has already banked its fee for the sponsorship rights. Rather it is Standard Chartered's decision.
Is this the way forward for corporate sponsors to show their softer side and to better engage with the club's fans?