Liverpool sign kit deal with insurance firm

Liverpool Football Club have agreed a sponsorship deal with insurance firm AXA.

The deal means that the team will wear the firm’s logo on its official training kit from next season.

Liverpool and New Balance have unveiled a new collection of training kit, which features AXA’s branding.

The kit includes warm up jackets, hoodies and sweatshirts and other products.

Billy Hogan, managing director and chief commercial officer at Liverpool, said: “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.”

AXA will work closely with the club’s men’s and women’s teams, managers, coaches and health professionals to support promoting healthy well-being and lifestyle.

Chief executive Thomas Buberl said: “We’re excited by this new important step in our partnership with Liverpool FC 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’.”