Liverpool expands AXA deal

Liverpool FC expand AXA deal

September 27, 2023

Liverpool Football Club have expanded their partnership deal with French multinational insurance company AXA, which sees the latter acquire the naming rights to the Liverpool senior women’s team’s training centre at Melwood. 

The AXA Melwood Training Centre supports on- and off-pitch training along with supporting player rehabs, hosting team meetings, press conferences and more. The partnership grows AXA’s commitment to Liverpool FC; the French company has been a partner of the club’s senior men’s team since 2018. 

Ben Latty, Commercial Director at Liverpool Football Club, commented:

It’s fantastic to see our partnership with AXA expand to show their commitment to both the women’s team and the men’s team, which aligns with the ‘One Club’ approach we have here at LFC. We are delighted that AXA have taken this opportunity to further their relationship with the club and it comes at an exciting time for our women’s team in their fantastic new home at the AXA Melwood Training Centre.

Virginie Berçot, Global Brand Director at AXA, added:

This is a great opportunity to further our journey with Liverpool Football Club.In a world where women do not always benefit from the same conditions as men in sports, we are delighted to continue supporting and empowering female athletes. By inaugurating the new AXA Melwood Training Centre, we are proud to enable the LFC women’s team to keep playing at the top of their game. At AXA, we believe that being a woman shouldn’t be a risk in every aspect of life from health to business, including sports. This training centre is further proof of our commitment towards women.

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