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Liverpool have signed a new five-year contract with kit sponsor and global training partner AXA that will run until 2029.
The Reds first partnered with the French corporation in 2018 as their official insurance provider, and their connection has now expanded to include training facility rights and kit sponsorship.
In 2019, a year into the arrangement, AXA became Liverpool’s official training gear partner, with their emblem appearing on the Reds’ practice shirts and tracksuits.
AXA acquired the naming rights for Liverpool’s Kirkby training facility, which opened in late 2020 after three years of construction. It is now called AXA Training Centre.
Liverpool’s men’s squad formerly trained in Melwood for over 60 years before moving to the AXA Training Centre, but after plans to convert the former base into housing fell through, the Reds’ women’s team relocated into the Melwood facility last year.
After Liverpool repurchased their former men’s training site in the summer of 2023, AXA became the naming rights partner for the women’s facility, now known as the AXA Melwood Training Centre.
Liverpool FC and AXA celebrate the continued growth of their successful partnership till 2029
‘AXA has been important in Liverpool’s success.’
The original arrangement between the two companies was set to expire next year, but Liverpool and AXA have agreed to extend their cooperation for another five years, a move welcomed by Liverpool’s commercial director Ben Latty.
“Partnering with global brands and developing long-term, meaningful relationships is an important part of our commercial strategy,” Latty stated on the official Reds website.
“The naming rights to our cutting-edge training facilities and AXA’s visibility on our training kits have been critical to our success, and this renewal reinforces AXA’s commitment to both men’s and women’s teams, fans, and communities. We are looking forward to seeing how this cooperation grows and evolves.”
Meanwhile, AXA’s global brand director, Virginie Bercot, stated: “This is a continuation of our proud and enduring story.
Seven months after presenting the new women’s team training facilities, we are delighted to report that our long-term deal with the club has been extended until 2029.
“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.”
Liverpool’s men’s squad is third in the Premier League table, but their title hopes have faded in recent weeks, while the women’s side is fifth in the Women’s Super League in their second season back in the top tier.
