CASE STUDY 3 Standard Chartered Standard Chartered has developed a sport sponsorship strategy that focuses on advancing lasting impact through values-driven partnerships with leaders in the sport ecosystem. Its long-term sponsorship of Liverpool FC has enabled a multi-year collaboration that supports Liverpool’s sustainability strategy, “The Red Way”.131 This partnership has helped expand grassroots women’s sport and physical activity in emerging markets, where corporate sponsorship and philanthropic initiatives are often essential to advancing sport participation. As of December 2024, more than 10,000 girls in South Africa and Kenya have been trained by local coaches as part of Standard Chartered’s “Play On” initiative, following a three-day programme delivered in partnership with LFC’s Soccer Schools and Foundation.132 This “Train the Trainer” programme also addresses the limited prevalence of female coaches and complements the bank’s “Play On” social and digital campaigns, which call out the problem of girls dropping out of sport while highlighting the fact that playing sport teaches important life and career skills such as teamwork, resilience and leadership. The bank also promotes mass participation and healthy lifestyles by sponsoring marathons and races in major cities worldwide.133 Standard Chartered sponsors 10 marathons/ races around the world, plus multiple 10k runs and fun runs for children, helping runners of all levels unlock their potential. These sponsorships provide essential funding for event operations and encourage grassroots engagement and community well-being, thus reinforcing the bank’s commitment to using sport as a catalyst for empowerment and social cohesion. The bank’s development of sponsor partnerships is driven by cross-departmental collaboration. While the sponsorship team within the marketing function leads the execution, it consults closely with the sustainability department, to ensure that the marketing strategy enables long-term impact and aligns with the broader organization’s sustainability objectives. All new sponsorship opportunities are evaluated by the sponsorship and sustainability teams, using a global framework that integrates rigorous sustainability and social responsibility criteria alongside financial and commercial objectives. This integrated approach positions sustainability and social impact not as an additional cost but as a core element of the bank’s partnership model. In 2025, Standard Chartered also launched a dedicated sport fund,134 positioning the bank as both a sponsor and a potential owner of sport assets. With major sport leagues and teams seeking alternative capital financing options, the newly launched fund focuses on sport, media and entertainment opportunities, and is targeted at Standard Chartered’s ultra-high-net-worth and high-net-worth clients. Sports for People and Planet 34

Sports for People and Planet 2026