Liverpool FC: AXA (insurance) to continue as training kit sponsor (2024-2029)

AXA, a French insurance company, has extended as a principal partner and training kit sponsor of Liverpool FC (Premier League) for an additional five seasons, covering the 2024-2029 cycle, announced the club on 30/04/2024. The agreement concerns the club's men's and women's (Barclays Women's Super League) teams.

As part of the agreement, the insurance group will continue to display its logo on the main shirt sponsorship space of both teams' training kit, where the brand has been visible since the 2019-20 season, and also retains its naming rights to the club's two training centres:
• the "AXA Training Centre" for the men's team, for which AXA has been the title sponsor since it opened in 2020;
• the "AXA Melwood Training Centre" where the women's team has been playing since September 2023.

The annual fee for all these rights is estimated at £20m (€23m) over the 2019-2024 cycle. AXA has also acquired additional assets for the 2025-2029 cycle, including pitch-side access during player training, which will benefit employees and clients of the Group. AXA will continue to work with the…