Axa signs new deal with Premier League football club

Insurer Axa and Liverpool FC have signed a new five-year deal that will see their partnership continue until at least 2029.

Axa signed as the club’s official insurance partner in 2018 and has been featured on all training kits since 2019.

In 2020, the insurer expanded its partnership to include the naming rights of a new training facility in Kirkby, which is now called the Axa Training Centre.

And the deal expanded further in 2023, when Liverpool FC welcomed Melwood back to the club as the new home to LFC Women, with the centre being called the Axa Melwood Training Centre.

Virginie Berçot, global brand director at Axa, 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.”

Ben Latty, commercial director at Liverpool FC, 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.”