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Western Union has recruited Liverpool FC’s Sadio Mane to front a new international transfers campaign by bringing ‘authenticity’ to the mechanics of cross-border transactions.

Devised by BBH Sport the television campaign focuses on Mane’s own financial links to his Senegal home by capturing a real-life exchange between the player and his uncle via the Western Union mobile app.

The international ad was filmed in both Dakar, Senegal and Liverpool’s training ground in Melwood as Mane transfers money across borders so that his uncle can buy a wide screen TV to view his relation in action.

Ewan Paterson, founding partner of BBH Sport, said: “Sadio (Mane) is really close to his uncle Sana who lives back in Senegal. It was fantastic to have them both in the film and show how Western Union helps them stay connected”.

Michael Abbott, director, global marketing communications strategy, at Western Union added: “Moving money across borders is important for millions of people around the world (including quite a few Premiership footballers).  Our digital solutions make moving money easier and BBH Sport has helped us use our partnership with Liverpool FC to tell that story in a highly engaging and relevant way.”

Western Union is the official principal partner and official money transfer partner of Liverpool FC.