AXA expand Liverpool sponsorship with training kit deal

May 3 – Premier League Liverpool has expanded their deal with global insurance brand AXA to include sponsorship of the club’s training kit.

The three-year deal will begin with the 2019/20 season and will see AXA take over from online gaming firm BetVictor. AXA will be designated as a Principal Partner and the club’s new Official Training Kit Partner.

AXA became the club’s first global insurance partner in a four-year deal in 2018. No figure was given for the value of the expanded sponsorship.

AXA branding will appear on warm up jackets, hoodies and sweatshirts (New Balance is Liverpool’s kit provider), as well as other products. Product will be available in the Liverpool club shop from May 9 and can be pre-ordered online. Each product has been inscribed with Bob Paisley’s signature on the inside, Liverpool’s most successful manager in the year in which he would have turned 100.

Billy Hogan, managing director and chief commercial officer, Liverpool, said: “We’re delighted to be expanding our partnership with AXA to see them become a Principal Partner and new Official Training Kit Partner. As a world-leader in its industry, AXA shares our ambitions and values, and we’ve already shared a lot of success since our partnership began in 2018. We look forward to building on our special relationship and continuing to bring to life fantastic experiences for our fans around the world.”

The sponsorship covers both men’s and women’s teams and will focus around AXA’s global tagline ‘Know You Can’ and supporting healthy well-being, lifestyle and encouraging individual self-belief.

Thomas Buberl, chief executive officer at AXA added: “We’re excited by this new important step in our partnership with Liverpool Football Club that started in 2018. Featuring the AXA logo on the Liverpool FC training kit is a great symbol of our strong ambition to strengthen the AXA brand consideration globally.

“By building on our similar values and vision with Liverpool FC, we will also be able to bring to life our new brand promise to our customers on self-belief with the tagline: ‘Know You Can’.”

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