Liverpool FC have extended their partnership with insurance giant AXA until 2029. The five-year extension of the partnership will see AXA retain their title of official insurance partner, as well as the rights to brand their training kits, as well as ownership of the naming rights to Liverpool’s men’s and women’s training grounds.
In 2019 AXA became the club’s training kit partner and added naming rights to the two training pitches in 2023.
Ben Latty, commercial director at Liverpool, said: “Collaborating with global brands and developing meaningful long-term relationships is a vital part of our commercial strategy.
“The naming rights to our state-of-the-art training facilities and AXA’s presence on our training kits have been instrumental to 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.”
Financial details of the deal have not been revealed but some estimates say it is expected to be in excess of £25m per season, making it Liverpool’s second-biggest sponsorship after that of shirt sponsor Standard Chartered.