A new five-year agreement has been reached between Axa and Liverpool FC, ensuring the continuation of their ongoing partnership until at least 2029. Axa initially became the club’s official insurance partner in 2018 and has since been prominently featured on all training kits from 2019 onwards. The insurer’s involvement expanded in 2020 with the acquisition of the naming rights for the Axa Training Centre in Kirkby, a state-of-the-art training facility. In 2023, the partnership was further strengthened as Liverpool FC welcomed Melwood back to the club as the new home for LFC Women, now known as the Axa Melwood Training Centre.
Virginie Berçot, the global brand director at Axa, expressed her enthusiasm for the extended partnership, highlighting it as a continuation of their proud and enduring story. She also underscored their commitment to the women’s teams, demonstrated by lending their name to the new training centre. Meanwhile, Ben Latty, the commercial director at Liverpool FC, emphasized the importance of working with global brands and fostering long-term, meaningful relationships. He highlighted how Axa’s presence on their training kits and the naming rights of their training facilities has contributed to their success and expressed anticipation for the further growth and evolution of the partnership.
This long-term commitment signifies Axa’s continued support for the men’s and women’s teams, the fans, and the communities associated with Liverpool FC. The impact of this partnership has been instrumental in both parties’ strategies, and this renewal reaffirms Axa’s dedication to their mutual objectives.
When discussing this news event, it is important to highlight the significance of major corporate partnerships in sports. Such collaborations not only provide financial support to the clubs but also elevate the brand visibility and credibility of the companies involved. Additionally, they can have a positive impact on the fans’ experience and the local community by fostering a sense of pride and engagement.
The ongoing collaboration between Axa and Liverpool FC is a testament to the value of enduring partnerships in the realm of sports and business. This alliance is not solely about logos and branding, but it represents a shared commitment to success, growth and the community. The news of their extended deal is a positive development for both the football club and the insurance company, and it is a clear example of the mutual benefits that arise from such long-term partnerships in the sports industry.