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Liverpool FC have announced an extension of their partnership with training ground sponsors AXA, having been working together since 2018.

AXA is a leading global insurance provider with a workforce of 147,000 employees worldwide and serves as the club’s official insurance partner.

AXA’s dedication to supporting both the men’s and women’s teams of LFC has been consistently demonstrated, marking a strong commitment to the club’s success and well-being.

Since 2019, AXA has been club’s official training kit partner, with their logo being prominently showcased on all LFC training kits.

In 2020, the partnership reached new heights as the AXA agreement extended its involvement to encompass the naming rights of a cutting-edge training facility.

This state-of-the-art establishment, now known as the AXA Training Centre in Kirkby, signifies a deeper commitment from AXA to support the club’s training endeavors.

Ben Latty, commercial director at LFC, said via liverpoolfc.com: “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.” 

The expanded agreement not only reinforces AXA’s presence on the training kits but also signifies a broader focus on training-related initiatives.

But now the partnership has been solidified after the club’s recent announcement.

How much Liverpool FC will reportedly earn from AXA agreement

The new extension will continue the sponsorship collaboration until 2029 and is set to net Liverpool more than £20m as reported by the Liverpool Echo.

Liverpool is poised to secure £20 million by the conclusion of their existing terms next summer.

The upcoming deal represents a significant enhancement over the previous £5 million per year agreement reached four years ago when naming rights were initially granted.

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.”

AXA and LFC also recently solidified their partnership by welcoming Melwood back into the LFC family, now serving as the new home for LFC Women, officially designated as the AXA Melwood Training Centre.

This return to the historic Melwood site marks allows Liverpool’s Women’s teams to enjoy state of the art facilities -much like their male colleagues.

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