Liverpool FC and its global trading partner AXA have agreed a new five-year extension citing the latter as a “vital part” of the Premier League club’s commercial growth.
AXA will continue to be the title sponsor of Liverpool’s training ground, the ‘AXA Training Centre’ in Kirkby, as well as the training kit sponsor and official training kit partner for the six-time European champions.
Furthermore, Liverpool strengthened its partnership with the trading platform after it was announced that AXA would also become the training ground sponsor for the historic Melwood training centre, the new home for the Liverpool Women’s team.
The club hailed this move as “AXA’s dedication to empowering women in sports”, and stands firm in its belief that ‘Being a woman shouldn’t be a risk’.
Ben Latty, Commercial Director at Liverpool, 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, Global Brand Director of AXA, added: “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.”
