Liverpool sign new five-year deal with kit sponsor AXA

Liverpool have signed a new five-year contract with AXA.

The global insurance company, which first began its partnership with the Merseyside club in 2018, will continue as the training kit sponsor and have the naming rights to the club’s training facilities until 2029.

The previous deal was due to expire in 2025 but the new five-year contract on improved terms comes into immediate effect.

Ben Latty, Liverpool’s commercial director, said: “Partnering with global brands and developing long-term, meaningful relationships is a vital part of our commercial strategy.

“The naming rights of our 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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AXA’s partnership with Liverpool has grown significantly since they became a principal sponsorship partner and the training kit sponsor in 2019.

They secured the naming rights to the new £50million training complex in Kirkby when it opened its doors in November 2020 and then did likewise for Melwood when Liverpool bought it back for their women’s team in 2023.

(Nick Taylor/Liverpool FC/Liverpool FC via Getty Images)

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