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Liverpool FC and AXA Strengthen Partnership with Extension Until 2029.

Roger Hampel

Liverpool AXA
Liverpool AXA

Liverpool FC and AXA, the global insurance giant, have announced the extension of their successful partnership until at least 2029, reinforcing a collaboration that has flourished since its inception in 2018. This five-year extension highlights the shared values and mutual goals that have characterized the relationship between the prestigious football club and the insurance leader.

A Partnership Built on Shared Goals

Initially joining Liverpool FC as the official insurance partner, AXA has significantly broadened its involvement with the club, aligning closely with Liverpool's men’s and women’s teams. The partnership has evolved beyond traditional sponsorship boundaries, focusing on promoting wellbeing, a healthy lifestyle, and continuous progress both on and off the pitch.

Since 2019, AXA has been prominently featured on all LFC training kits, marking a visible commitment to the club. In 2020, this commitment expanded further when AXA acquired the naming rights to Liverpool’s new state-of-the-art training facility in Kirkby, now known as the AXA Training Centre. This move not only underscored AXA’s role as a key player in Liverpool's development strategies but also set the stage for the next chapter in Liverpool’s storied football history.

Empowering Women in Sports Liverpool AXA

A significant part of the partnership’s evolution was the reintroduction of Melwood into the LFC family as the AXA Melwood Training Centre, designated as the new home for LFC Women. This strategic move has been instrumental in empowering and nurturing female talent within the sport, providing top-notch facilities for the women's team and the girls’ academy.

The AXA Melwood Training Centre stands as a testament to AXA’s commitment to reducing the risks associated with being a woman in sports, providing a secure and empowering environment for female athletes to thrive. This aligns perfectly with AXA’s belief that "Being a woman shouldn’t be a risk," promoting equality and support for women at all levels of sports.

Impact and Future Prospects

Ben Latty, Commercial Director at LFC, emphasized the importance of partnering with global brands to develop long-term, meaningful relationships. “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,” said Latty. “This renewal reaffirms AXA’s commitment to our teams, fans, and communities, and we are excited to see how this partnership will continue to grow and evolve.”

Virginie Berçot, AXA’s Global Brand Director, also expressed enthusiasm about the extension, stating, “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, reaffirming our strategy of a fruitful and purposeful collaboration around our brand priorities.”



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