Custom Lookup Field

Custom Lookup Field

In our CRM setup, we have a custom Lookup field called "Partner Name" which has Lookup Type as Accounts and the Related List field "List of Partner Companies". In this list of values for this field, one of the value we have is called "Direct". 

This value appears only for users with roles set as Administrators and does not appear for users with roles set as Standard. 

Can you please tell me how to edit this value or how I can configure it appear for users with roles set as Standard?