Liverpool confirm new AXA agreement worth more than £20m as fresh training ground plans emerge

Liverpool and AXA, the training ground sponsors, have extended their partnership through 2029.

Liverpool confirm new AXA agreement worth more than £20m as fresh training ground plans emerge

General view of Liverpool’s AXA Training Centre (Image: Nick Taylor/Liverpool FC/Liverpool FC via Getty Images)

Liverpool and training ground sponsor AXA have extended their partnership through 2029 with a deal worth over £20 million.

The French insurance company became the Reds’ latest sponsor in 2018. The club also agreed to grant the French insurance company naming rights on its £50 million training base, which will be officially inaugurated in Kirkby in November 2020.

Liverpool’s relationship with AXA has only grown since the company opened the AXA Training Center. A four-year agreement will begin in 2025, and the insurers who insure the club will receive additional benefits.

Moving forward, AXA, who also sponsor the women’s base at the famous Melwood site in West Derby, will collaborate more closely on the pitches of their respective training grounds with both the men’s and women’s teams.

By the time their current terms expire in the summer of next year, Liverpool will have amassed £20 million, and the new agreement will be an improvement over the £5 million annual agreement that was made when naming rights were granted four years ago.

“Partnering with global brands and developing long-term, meaningful relationships is a vital part of our commercial strategy,” stated Liverpool’s commercial director, Ben Latty.

“AXA’s presence on our training kits and the naming rights to our cutting-edge training facilities have been crucial to our success, and this renewal reaffirms AXA’s commitment to our men’s and women’s teams, our fans, and our communities.” We can’t wait to watch this partnership develop and grow even more.

Virginie Bercot, global brand director at AXA, says, “It’s great news for AXA to announce an extension with Liverpool Football Club until 2029 for both the men’s and women’s team.”

“We are really excited about this and have been considering it since the beginning: joining a sports club to help both men and women. When we first started in 2018, we did it with Liverpool. It was our first agreement, and we were young.

The whole history of Liverpool and AXA is that we grew up with the team from an early age and are now the official global training partner of Liverpool FC for both teams. The renewal is something we truly wanted to be sure of.

“We consider it a great honor to have been granted this particular positioning as the training sponsor. Through this training partnership, we will sponsor two teams at the AXA Melwood Training Center for women’s competition and the AXA Training Center for men’s competition. It’s something we’re really happy about.

“This renewal and this training position make us unique, or nearly unique, in the world of sports sponsorship. We consider ourselves very fortunate. We are pleased that we have now added two more rights after successfully adding more training-related rights.

“To start with, we have access to the pitchside area during player warm-ups, which allows us to be close to the team and coach. This will allow us to observe the players up close and experience the atmosphere firsthand.

We are going to be able to watch them play before a game and after the game during the week for both the men’s and women’s teams. We have managed to secure and add additional rights surrounding the training sessions at both the AXA Training Centre and the AXA Melwood Training Centre.

Because AXA places a high value on supporting women’s sports, we have been able to acquire more rights related to the women’s team. It provides them with more opportunities to appear, giving them the recognition they merit for sports-related content.

“And the Academy too, young people, because we want to be around young people more because, without sounding overly corny, they are our future. Thus, we would like to help them.”

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