The collaboration between Liverpool FC and the insurance company AXA continues. On Tuesday, the club announced on its website that the parties have agreed to extend the cooperation agreement by five new years, and that it will thus extend to 2029.
According to the Liverpool Echo, the partnership is worth over £20 million.
AXA and Liverpool have been working together since 2018. The former secured the naming rights to the club’s new training facility in Kirkby in 2020. They also ensured that Melwood was renamed the AXA Melwood Training Center when Liverpool FC Women moved into the historic facility earlier this year.
In addition, they have featured their logo on all of Liverpool’s training kits since 2019, having first become the club’s official insurance partner in 2018.
Liverpool FC commercial director Ben Latty says the club is constantly looking for ways to find new partnership deals. The club raked in £272 million in commercial revenue last year, which was a new club record.
– Cooperation with global brands and securing long-term agreements and good cooperation is a very important part of our commercial strategy. Giving AXA the naming rights to our training facilities as well as having the logo on the training equipment has been important to our success, and the extension of the collaboration shows that AXA is committed to continuing to support our men’s and women’s teams, our supporters and the surrounding community, says Latty.
AXA has approximately 147,000 employees worldwide. The company was founded in France in the late 1950s.
During 2023, Liverpool secured lucrative agreements with, among others, Google, Peloton and UPS. According to The Athletic, the agreements are worth £35 million.
Tags: Confirms years collaboration AXA
