Liverpool FC Extends £20 million AXA Sponsorship Agreement


Liverpool FC Extends £20 million AXA Sponsorship Agreement

Liverpool FC has announced the extension of their sponsorship deal with AXA, securing an agreement worth more than £20 million over the next five years


The roots of this partnership were planted in 2018 when AXA joined Liverpool FC as their official insurance partner. Over the years, this collaboration has flourished, with AXA’s involvement expanding to encompass sponsorship of the club’s training kits, the prestigious naming rights for the AXA Training Centre, and sponsorship of the recently renovated Melwood site, now proudly housing Liverpool FC Women.

With this latest extension, the bond between Liverpool and AXA is fortified, ensuring a shared commitment that extends until at least 2029. This renewed agreement not only solidifies the partnership but also underscores the mutual trust and dedication between the two entities.

Beyond this collaboration, Liverpool FC continues its proactive pursuit of strategic partnerships, exemplified by recent lucrative deals with industry giants like UPS, Google, and Peloton, collectively contributing approximately £35 million. These agreements reflect Liverpool’s strategic approach to alliance-building, aimed at fostering sustainable growth and prosperity.

Moreover, Liverpool’s longstanding partnerships with iconic brands such as Carlsberg and Standard Chartered, coupled with new ventures with Adidas and Expedia, serve as testimony to the club’s unwavering commitment to nurturing enduring relationships with global brands.

Ben Latty, Liverpool’s commercial director, emphasizes the pivotal role of partnerships in driving the club’s success trajectory. He expresses genuine excitement for the ongoing expansion and evolution of the collaborative efforts with AXA, recognizing the invaluable contribution of such alliances to Liverpool’s continued growth and prosperity on and off the pitch.


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