Liverpool FC

Liverpool FC Women Onboards Joie As Principal Partner

By Taruka Srivastav | July 22, 2019

Liverpool FC Women has named a brand-new principal partner, Joie, and also welcomed Standard Chartered’s move to the front-of-shirt position.

As a principal partner of LFC Women, baby gear brand Joie will take an on-shirt position on the tail of the jersey, formerly occupied by Standard Chartered, and will be known as official family partner of Liverpool FC Women. Meanwhile, already front and centre on the men’s team jersey, the multi-year partnership with Standard Chartered will see the bank extending its long-running relationship with the club.

The announcement comes as the side conduct their first pre-season tour with the men’s team, which will see them play two friendlies in the United States, as well as training, meeting supporters and taking part in community activities. The women’s tour is also being hosted by Joie.

Peter Moore, chief executive of Liverpool Football Club and chairman of LFC Women said: “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.”

David Welsh, senior managing director at Joie, said: “At Joie we are all about families, and we’re delighted to expand our support of the Liverpool FC family to the LFC Women’s team. We look forward to continuing our partnership together, supporting families in need and inspiring the next generation of LFC fans.”

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 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.”

LFC Women captain Sophie Bradley-Auckland will also continue in her role as official brand ambassador of Joie.

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