Standard Chartered Bank is to become the main sponsor of Liverpool football club after signing a four-year deal.
The agreement, which begins in July, runs to the end of the 2013-14 season and will end Liverpool’s 17-year association with brewer Carlsberg.
The bank has operations around the world, while Liverpool is one of the most famous UK clubs globally.
It comes after US financial giant Aon signed a sponsorship deal with champions Manchester United.
The partnership brought together “two highly successful organisations”, said Liverpool managing director Christian Purslow.
The club said the deal aimed to step up Liverpool’s profile in the lucrative Asian markets, as well as in Africa and the Middle East.
“Many branches in these countries will effectively be a shop window for Liverpool football club and a means of attracting more supporters to the cause,” Mr Purslow said.
It is Liverpool’s largest ever commercial agreement – with media reports suggesting it was worth £80m over four years.
Last week, Carlsberg retained its role as the official beer of the England national team and the FA Cup.
The news came on the day the British Medical Association (BMA) called for an end to alcohol sponsorship of sport.