Liverpool FC has extended its partnership with insurance brand, AXA, with the firm becoming the club’s new official training kit partner from the 2019-20 season.
As part of the extension, AXA branding will feature on the Reds’ fresh collection of New Balance training apparel, which Jurgen Klopp’s side will debut this summer ahead of the 2019-20 campaign.
Billy Hogan, Managing Director and Chief Commercial Officer at LFC, commented on the deal: “We’re delighted to be expanding our partnership with AXA to see them become a principal partner and new official training kit partner.
“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 also continue working closely with the club’s men’s and women’s teams, managers, coaches and health professionals to support the shared goal of promoting healthy wellbeing and lifestyle.
Thomas Büberl, CEO at AXA, added: “We’re excited by this new important step in our partnership with Liverpool Football Club 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’.”
The announcement comes as Liverpool battle in one of the most hard fought Premier League title races in history, sitting just a point behind champions, Manchester City heading into the final day of the season.