Insurance giant AXA extends LFC partnership with new £20m deal

Global insurance giant, AXA, has agreed a £20m deal with Liverpool FC to renew its sponsorship of the club’s training grounds and training kits.

The five-year extension follows previous links with the business which first began in 2018 when it became the club’s official insurance partner.

In 2019 AXA was named as the club’s official training kit partner.

Then, in 2020, AXA expanded its partnership to include the naming rights of a new state-of-the-art training facility – the AXA Training Centre – in Kirkby, extended later when the club welcomed Melwood back to the LFC family as the new home of LFC Women, after the club turned down plans to redevelop the site for housing.

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.”