Liverpool sign multi-million pound sponsorship deal

Liverpool FC has confirmed that insurance giants AXA have extended their partnership with the Reds until 2029, with a new sponsorship deal with £25million a season.

• Liverpool and AXA began working together in 2018
• AXA is now Liverpool's Global Training Partner
• The new deal will see Liverpool pocket £125million over five years

The football season may be coming to an end, but Liverpool's commercial department is working as hard as ever, with the club announcing a new, five-year deal with insurance giants AXA, that will see the two brands continue to work together until 2029 and earn the Reds a reported £25million per season.

Liverpool and AXA first began working together in 2018, when AXA became Liverpool's official insurance provider.  In 2019, they became Liverpool's Official Training Kit Partner, with the AXA logo displayed on all training kits and accessories.

In 2020, AXA further strengthened its commitment to LFC, by purchasing the naming rights to Liverpool's new, state-of-the-art training complex at Kirkby, and more recently, AXA also secured the naming rights to the Women's Training Centre, on what was the historic Melwood Training ground.

Creating global partnerships is vital for the club to continue to grow and be successful, with the increased exposure and sponsorship money ensuring the club can continue to move forward both on and off the pitch.  With the Premier League also looking to introduce new, stricter financial rules and regulations in the coming seasons, commercial revenue will play an even bigger part in the long-term success of the club, and ensure that the Reds can continue to attract (and pay for) the world's best players.

Liverpool and AXA delighted with new deal

Speaking about the new deal, Liverpool's Commercial Director, Ben Latty, is excited to see how the partnership grows in the future,

"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."

Meanwhile, AXA's Global Brand Director, Virginie Bercot, was also delighted with the new deal,

"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."

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