Liverpool FC has extended its sponsorship deal with AXA, a French insurance firm, to continue until 2029, with a deal valued at over £20 million. AXA has been part of Liverpool’s sponsorship portfolio since 2018, acquiring naming rights to the club’s £50 million training facility in Kirkby, known as the AXA Training Centre. The new agreement starts from 2025, granting AXA additional privileges related to the club.
AXA also sponsors the women’s training facility at Melwood in West Derby. Under this renewed agreement, AXA will have more involvement with both the men’s and women’s teams, gaining more pitchside access and engagement opportunities at both the AXA Training Centre and the AXA Melwood Training Centre.
Liverpool will earn £20 million by the end of the current agreement, which expires next summer, with the new deal surpassing the previous annual £5 million arrangement. The extended partnership allows AXA to work more closely with both the men’s and women’s teams, giving the company further visibility and involvement in the club’s operations.
Ben Latty, Liverpool’s commercial director, stated that the partnership with AXA has been a key part of the club’s commercial strategy, highlighting the naming rights for the training facilities and AXA’s presence on the club’s training kits. This renewal reaffirms AXA’s commitment to both the men’s and women’s teams, and the wider fan community.
Virginie Bercot, AXA’s global brand director, expressed enthusiasm for the renewal, emphasizing the importance of supporting both the men’s and women’s teams and the unique aspects of the sponsorship. AXA will now have more pitchside access during training and additional visibility with both teams, emphasizing a commitment to supporting women’s football and youth development through the academy system.
