AXA and Liverpool FC celebrate extension of successful partnership until 2029

30 April 2024

Posted in Partnerships

  • AXA has agreed a five-year extension to its existing partnership with Liverpool FC
  • The insurer became LFC’s Official Insurance Partner in 2018 and has since marked several milestones including becoming Official Training Kit Partner in 2019 and Official Global Training Partner in 2023
  • AXA’s partnership with Liverpool FC promotes wellbeing and a healthy lifestyle and supports progress

AXA and Liverpool FC have celebrated another milestone in their long-term partnership, agreeing a five-year extension that will last until at least 2029.

Built upon shared common values and aspirations on and off the pitch, the partnership has grown and evolved over several seasons, with AXA demonstrating its commitment to the LFC men’s and women’s teams. As Official Global Training Partner, AXA strives to support the common goal of promoting wellbeing and a healthy lifestyle and supporting progress.

The partnership between Liverpool and AXA has grown since the insurer became Official Insurance Partner in 2018. AXA has proudly featured on all Liverpool FC training kits since 2019 when it became the club’s Official Training Kit Partner. In 2020, AXA expanded its partnership to include the naming rights of a new state-of-the-art training facility – the AXA Training Centre – in Kirkby.

The renewed agreement saw AXA expand its original training kit relationship to one focused more holistically on training and helped kickstart the beginning of a new chapter in the club’s illustrious history.

AXA and LFC further strengthened their partnership when the club welcomed Melwood back to the LFC family as the new home to LFC Women, officially known as the AXA Melwood Training Centre. The move back to this legendary location steeped in history opened another exciting chapter for the women’s team and girls’ academy, enabling them to continue to compete at the highest level, attracting, developing and retaining the best talent in the game.

Both state-of-the-art facilities have played a pivotal role in nurturing talent and achieving success on the pitch, further solidifying AXA’s commitment to both the women’s and men’s teams and supporting the development of football at all levels. Specifically, the AXA Melwood Training Centre embodies AXA’s dedication to empowering women in sports. In a world where female athletes often face challenges, AXA stands firm in its belief that ‘Being a woman shouldn’t be a risk’. The AXA Melwood Training Centre stands as a testament to this commitment, providing a secure and empowering space for the Liverpool FC Women's team and girls’ academy to thrive.

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.

Ben Latty, Commercial Director at LFC

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.

Virginie Berçot, Global Brand Director at AXA