Liverpool FC signs new £20m+ deal with AXA

Insurance giant AXA agrees new £20m+ training ground sponsorship deal with Liverpool FC. Tony McDonough reports 

AXA Melwood
AXA Melwood Training Ground, home of Liverpool FC Women


Liverpool FC has agreed a new deal with insurance giant AXA which extends its training ground sponsorship to 2029.

AXA first became a commercial partner of the club in 2018 before agreeing to be the sponsor of the Reds new £50m training complex at Kirkby in 2020. This latest deal, worth more than £20m, will see the company support both the mens and womens teams.

AXA has featured on all Liverpool FC training kits since 2019 when it became the club’s Official Training Kit Partner. In 2020, AXA expanded its partnership to include the naming rights of a new training facility – the AXA Training Centre – in Kirkby.

This renewed agreement saw AXA expand its original training kit relationship to one focused more holistically on training.

AXA and LFC further strengthened their partnership when the club bought back the iconic Melwood training ground in West Derby. It is now the home to LFC Women, officially known as the AXA Melwood Training Centre.

Both facilities have played a pivotal role in nurturing talent and achieving success on the pitch, further solidifying AXA’s commitment to both the women’s and men’s teams and supporting the development of football at all levels.

Ben Latty, commercial director at LFC, said: “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.

“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.”

Virginie Berçot, global brand director at AXA, added: “This marks a continuation of our proud and enduring story.

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“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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