Liverpool FC extend AXA deal

Global insurance firm AXA and Liverpool Football Club have announced a five-year extension agreement of their partnership, which will see AXA continue on as the club’s Official Global Training Partner until 2029. 

The partnership, which began in  2018, will see AXA continue working towards promoting wellbeing, a healthy lifestyle, and supporting progress.

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Ben Latty, Commercial Director at LFC, commented:

“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.”

Virginie Berçot, AXA Global Brand Director, said:

“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.”