Liverpool, the top English Premier League soccer club, and their official global training partner AXA, the international insurance giant, have today announced a five-year extension.
The extension will take the deal up to at least 2029, having originally started in 2018 with AXA as the club’s official insurance partner.
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The renewed long-term agreement is worth more than the £5 million ($6.3 million) annual sum in the existing contract.
AXA has been featured on all Liverpool training kits since 2019 when it became the club’s official training kit partner, before expanding the deal in 2020 to include naming rights of the AXA Training Centre in Kirkby.
LFC x @AXA 🤝 #ad pic.twitter.com/FBH1lRNV0I
See Also:— Liverpool FC (@LFC) April 30, 2024
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By GlobalData
AXA and LFC further expanded their partnership in 2023 with naming rights to the AXA Melwood Training Centre, which became the new home of the club's women's team, meaning the company now has naming rights to both the men’s and women’s facilities.
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.”
Liverpool recently signed their first retail partnership in South Korea with Over the Pitch, a soccer brand and creative design studio.
