Liverpool have announced that they have agreed a new five-year deal with kit sponsor and global training partner AXA to run until 2029.
The Reds first entered business with the French company in 2018 as their official insurance partner, since when their relationship has evolved into training ground rights and kit sponsorships.
One year into the agreement in 2019, AXA also became Liverpool's official training kit partner, which saw their logo emblazoned onto the Reds' practice tops and tracksuits.
The partnership grew further another year later, as AXA obtained the naming rights of Liverpool's Kirkby training base, which opened in late 2020 following three years of construction and is known as the AXA Training Centre.
Liverpool's men's team formerly trained at Melwood for over 60 years before moving to the AXA Training Centre, but after plans to turn the previous base into houses collapsed, the Reds' Women's team moved into the Melwood facility last year.
After Liverpool had repurchased their erstwhile men's training ground in the summer of 2023, AXA also became the naming rights partner for the women's base, now dubbed the AXA Melwood Training Centre.
Liverpool FC and official global training partner @AXA have agreed to a five-year extension, continuing our long-term meaningful partnership until at least 2029 🙌
— Liverpool FC (@LFC) April 30, 2024
'AXA has been instrumental to Liverpool's success'
The previous agreement between the two parties was due to expire next year, but Liverpool and AXA will now continue their partnership for another five years, a move hailed by Liverpool's commercial director Ben Latty.
"Partnering with global brands and developing long-term, meaningful relationships is a vital part of our commercial strategy," Latty told the official Reds website.
"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."
Meanwhile, AXA's global brand director Virginie Bercot added: "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."
Liverpool's men's team occupy third place in the Premier League table but have seen their title chances evaporate in recent weeks, while the women's side are fifth in the Women's Super League in their second season back in the top flight.
