Liverpool extend MAJOR £20m sponsorship deal until 2029

Liverpool Football Club have announced a significant extension to their long-standing partnership with insurance provider AXA.

The club revealed on Tuesday morning that it had reached a deal with the multinational that will continue until at least 2029.

The agreement is believed to be worth over £20 million.

The five-year agreement solidifies AXA's position as Liverpool FC's official global training partner and underscores the club's continued efforts to secure strategic alliances that drive both sporting success and commercial growth in the long term.

Ben Latty, commercial director at Liverpool FC, expressed the club's satisfaction with the extension, highlighting the importance of developing long-term relationships with global brands. "The renewal reaffirms AXA's commitment to our men's and women's teams, our fans, and our communities," Latty said.

An evolving partnership

Since joining forces in 2018 as the club's official insurance partner, AXA's partnership with Liverpool FC has evolved significantly over the years.

Notable milestones include AXA featuring on all Liverpool FC training kits since 2019 and being awarded the naming rights of the state-of-the-art £50 million AXA Training Centre in Kirkby, acquired in 2020.

Now, as the "sole and exclusive global training partner of the club", in the words of AXA global brand director Virginie Berçot, the Paris-headquartered company's commitment has shifted towards nurturing talent and fostering success on the pitch, too.

Commitment to women's football

This alliance has been pivotal in facilitating the success and development of both the men's and women's teams, exemplified by the acquisition of the iconic Melwood training ground in West Derby.

Now designated as the AXA Melwood Training Centre for LFC Women, this provides a dedicated, secure and empowering space for the women's team and girls' academy.

The aforementioned Berçot described the deal as "a significant milestone for us, reaffirming our strategy of a fruitful and purposeful collaboration around our brand priorities."

 

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