Liverpool FC Women has named Joie as its new Principal Partner and moved men’s team shirt sponsor Standard Chartered to the front-of-shirt position.
The multi-year partnership with Standard Chartered will see the bank extending its long-running relationship with the club.
As a Principal Partner of LFC Women, baby gear brand Joie will take the on-shirt position on the tail of the jersey, formerly occupied by Standard Chartered, and will be known as the Official Family Partner of LFC Women.
The announcements coincided with the club’s first pre-season tour with the men’s team, which will see LFC Women play two friendlies in the US. The women’s tour is being hosted by Joie.
Peter Moore, chief executive of Liverpool 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.”
Fort the previous three seasons, the cosmetics brand Avon held the main shirt sponsorship role, having replaced Standard Chartered for the 2017-18 Women’s Super League season.