AXA has signed a new sponsorship with Liverpool FC, which will extend their partnership to over a decade.
AXA first became the club’s Official Insurance Partner in 2018, and in 2020 expanded this to become its Official Training Kit Partner. It’s since become its Official Global Training Partner and holds the naming rights to its men’s and women’s training centres, which will continue until at least 2029.
“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,” said Virginie Berçot, Global Brand Director at AXA.
“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.”
Ben Latty, Commercial Director at LFC added:
“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.”
