Just as they did for the final home game of last season, Liverpool FC will replace the logo of Standard Chartered with Seeing is Believing when they play West Bromwich Albion in the Barclays Premier League on Monday.
Seeing is Believing is Standard Chartered's global charitable initiative aimed at tackling avoidable blindness in developing countries.
This will be only the second time that the logo of a charitable initiative has been displayed on the front of the team's iconic red shirt. Activities are also planned for half time and throughout the stadium to highlight the importance of this initiative.
The limited edition shirts worn by the players will be signed after the match and auctioned to fans to raise money for Seeing is Believing. Every pound raised will be matched by Standard Chartered, making this fixture the 'perfect match' by bringing the club and its sponsor together for an important cause.
"The last time we substituted our logo on the Liverpool home shirt, we generated US$140,000 [GBP 86,700] towards Seeing is Believing," said Richard Meddings, group finance director at Standard Chartered and chairman of Seeing is Believing. "The support and interest in the logo switch shown by the club's fans was far beyond anything we'd anticipated and we are very grateful to them. It would be great if we could raise another large sum for Seeing is Believing this time, particularly since every pound raised will be matched by Standard Chartered, doubling the benefit."
There are 39 million blind people worldwide, yet in eight out of 10 cases, blindness can be prevented or treated. About 90 per cent of avoidable blindness occurs in the developing world affecting economic productivity in communities where Standard Chartered operates. Through simple treatments and affordable surgeries, it is possible to transform the lives of both children and adults, benefiting not just those treated but the lives of their families too. As one of the most cost-effective health interventions - for instance, cataract operations cost as little as US$30 - tackling avoidable blindness is an issue where Standard Chartered has been able to make a clear impact.
Ian Ayre, Liverpool FC managing director, added: "We're once again proud to display the Seeing is Believing logo on our home shirt. Since Standard Chartered became the club's shirt sponsor, we've worked closely with them to raise awareness for Seeing is Believing, both in the developing world and here in the UK. It's a fantastic initiative and we hope to raise as much as possible from the shirts to cure avoidable blindness in developing countries."
After the match, fans will be able to bid for the limited edition shirts worn by the players, with all money raised going towards Seeing is Believing. Fans can register their interest at www.ebay.co.uk/perfectmatch.