The Premier League (PL) team, Liverpool Football Club (LFC) and AXA, a global insurance leader, have solidified their long-standing partnership by signing a five-year extension.
This agreement has ensured that AXA will remain LFC’s official global training partner until at least 2029.
The partnership between the two organizations has flourished since its inception. AXA will continue to serve as the prominent sponsor of LFC’s training kits and hold naming rights for both the AXA Training Centre, which houses the men’s and youth teams’ training facilities, and the AXA Melwood Training Centre, the dedicated training ground for the Liverpool FC Women’s team.
Ben Latty, Commercial Director at LFC, 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.”
Virginie Berçot, AXA Global Brand Director, 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.”
AXA is a large French multinational company offering financial services around the world. The company focuses on insurance, including property, casualty, life, health, savings, and asset management. Founded in 1946, AXA has grown to serve over 94 million clients with a network of employees and distributors across 51 countries.
Recently, the Reds announced their first official retail partnership with the South Korean creative studio, Over the Pitch, to strengthen and cater to their existing Asian fanbase.
The 2023-24 season for Liverpool has been a period of transition under Jurgen Klopp, who announced his departure at the end of the season. They are sitting behind Manchester City FC and Arsenal FC in the English top flight. While they exited the FA Cup early, they secured their tenth League Cup title with a win over Chelsea FC. The team is competing in the UEFA Europa League, aiming to end Klopp’s era on a high.