Liverpool Renews Axa Training Kit Deal
Liverpool FC has extended its training kit partnership with AXA, which also includes naming rights to the club’s training facility in Kirkby, Merseyside.
The five-year renewal will run until 2029, and will see the insurance firm remain as the Premier League outfit’s global training partner over its duration.
Although further details of the deal were not revealed, Liverpool Business News reports that the extension is worth more than £20m in total.
AXA first partnered with Liverpool in 2018, when the Paris-based company became the Reds’ insurance partner. The agreement was then expanded in 2019 to include the team’s training kit.
One year later, AXA acquired naming rights to Liverpool’s training centre in Kirkby, when it became the new home for the men’s first team in 2020.
The insurance firm also holds the naming rights to the Liverpool women’s training ground at Melwood.
Ben Latty, Commercial Director at Liverpool, 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, 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.”
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