Liverpool sign multi-million pound sponsorship deal

Liverpool sign multi-million pound sponsorship deal

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."

If you liked the article 'Liverpool sign multi-million pound sponsorship deal', please share this page with your friends, or leave a comment below.

For all the latest Liverpool FC news, visit our dedicated news page, where you'll find breaking news, match reports, transfer gossip, injury news, and so much more.

Looking to earn some extra money?  Earn cash online by completing surveys, testing products, and playing mobile games with Swagbucks.  Sign up for Free and start Earning today!

#LFC #Liverpool #LiverpoolFC #YNWA #TheReds #LFCBackOnOurPerch #Anfield #Football

... About The Author ...

Peter Farrell :: LFC - Back On Our Perch Author and Editor

Peter Farrell - Editor and Chief Article Writer, LFC - Back On Our Perch
Articles written by Author :: 552

Lifelong fan with a passion for all things Liverpool. First memory of football is watching John Barnes score a dramatic last minute equaliser in the FA Cup when he was 4. Feels lucky to be a part of the 'Klopp' era.

Keep up to date with all the latest Financial News from LFC...

  • Reds to pocket £200million in prize money
    The season may not have gone exactly to plan for Jurgen Klopp and his players, but the club is still set to pocket nearly £200million in prize money, after finishing 3rd in the Premier League and winning the Carabao Cup. […]
    No Comments
  • Complete list of Liverpool transfer deals – January 2024
    Liverpool have been very quiet in the January transfer window, with only loan deals being concluded.  LFC - Back On Our Perch gives you the full rundown on all these deals. […]
    No Comments
  • Why has the January transfer window been so quiet?
    After a crazy summer, that saw Chelsea spend close to half a billion pounds, the January transfer window has been very quiet.  But why are Premier League clubs not splashing the cash this time around? […]
    No Comments
  • Liverpool revenues fall according to Deloitte Money League
    Deloitte have released their annual football money league, with Liverpool's revenue falling slightly, dropping the Reds from 3rd to 7th on the list. […]
    No Comments
  • FA Cup Prize Money
    With Liverpool safely into the 4th Round of the FA Cup, LFC - Back On Our Perch takes a look at how much money the Reds could make, from a successful run in the FA Cup? […]
    No Comments

Affiliate Links & Disclaimer

This post may contains affiliate links, meaning, we promote products or services on external websites that we have used or know well and may receive a commission if you purchase them too (at no additional cost to you).  This helps keep LFC - Back On Our Perch free to use.  Our editorial decision making is not affected by the inclusion of such links.

*Please note that LFC - Back On Our Perch is a fan site and is not linked in any way to Liverpool FC.  For the official Liverpool FC website please visit liverpoolfc.com

Leave a Reply