Liverpool extend AXA sponsorships for a further five seasons

April 30 – Liverpool FC have extended their long-term partnership with insurance giant AXA until 2029.

The five-year extension of a partnership that began with the 2018/19 season see AXA retain its official insurance partner moniker as well logo rights on training kits as well as naming rights to Liverpool’s men’s and women’s training grounds.

In 2019 AXA became the club’s training kit partner and added the naming rights to the two training grounds in 2023.

Ben Latty, commercial director at Liverpool, said: “Partnering with global brands and developing long-term, meaningful relationships is a vital part of our commercial strategy.

“The naming rights of our state-of-the-art training facilities and AXA’s presence on our training kits have been instrumental in our success, and this renewal reaffirms AXA’s commitment to our men’s and women’s teams, our fans, and our communities. We are excited to see how this partnership will continue to grow and evolve.”

No official value was given for the deal but estimates put the sponsorship at more than £25 million per season, making AXA Liverpool’s second biggest sponsorship after shirt sponsor Standard Chartered.

Virginie Berçot, Global Brand Director at AXA, said: “This marks a continuation of our proud and enduring story. We are pleased to announce the extension of our long-term commitment to the club until 2029, following our previous dedication to the women’s teams by lending our name to their new training centre seven months ago. Becoming the sole and exclusive Global Training Partner of the club is a significant milestone for us, reaffirming our strategy of a fruitful and purposeful collaboration around our brand priorities.”

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