Liverpool extend lucrative sponsorship deal until 2029

Liverpool FC secure lucrative extension with AXA until at least 2029

As confirmed by the official club website, Liverpool FC have made a financially significant deal as they extend their contract with AXA for another five years, where the French multinational insurance company will continue as training sponsors as well as retain the naming rights for Kirkby and Melwood bases.

This partnership has been a successful one for the club after starting a relationship with AXA in 2018 and parlaying that into the naming rights to Liverpool’s training ground in 2020. While this deal would not seem to have a massive impact on Liverpool on the pitch, it surely does have a big impact on the financial statements of the Merseyside-based club. It will reap massive benefits for the club’s profit and sustainability calculations, allowing Liverpool to invest more in the squad.

The original contract between Liverpool Football Club and AXA was due to end in 2025; however, both parties agreed to an extension before hand in a deal that has been described as ‘lucrative’ by The Athletic journalist James Pearce.

#LFC sign lucrative new five-year contract with AXA for training kit sponsorship and naming rights for Kirkby/Melwood bases. https://t.co/uE5AyTavXp
— James Pearce (@JamesPearceLFC) April 30, 2024

Liverpool FC and AXA announce continued success story

AXA has been donning the Liverpool training kit since 2019, when it became the club’s official training kit partner. Representatives from Liverpool FC, the club’s commercial director, Ben Latty, and AXA, the global director, spoke about the extension:

Ben Latty, commercial director at LFC, said: “Partnering with global brands and developing long-term, meaningful relationships is a vital part of our commercial strategy.

“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.”

Liverpool FC secure lucrative extension with AXA until at least 2029. — Liverpool FC and AXA strengthen bond with extended deal. (Photo by Christopher Furlong/Getty Images)

Virginie Berçot, AXA global brand director, said: “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 center 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.”