Contract details
Start date:
End date:
Status:
2018
2029
Official training kit partner
Inventory:
Leagues and Tournaments:
Training wear, the naming rights to AXA Training Centre and AXA Melwood Training Centre
Evolution of Liverpool FC’s partnership with AXA
Liverpool FC’s partnership with AXA began in 2018 when the company became the club’s official insurance partner. The collaboration evolved in 2019, with AXA stepping up as the official training kit partner, initiating a series of joint marketing campaigns focused on health and wellness. These efforts included community events and interactive fan experiences aimed at deepening fan engagement.
Strategic enhancements and facility naming rights
In 2020, AXA expanded its role by acquiring naming rights to Liverpool’s new training facility, now known as the AXA Training Centre. This development was marked by digital initiatives that offered fans behind-the-scenes glimpses into team preparations. The relationship further strengthened in 2023 when AXA obtained naming rights for the iconic Melwood training ground, rebranding it as the AXA Melwood Training Centre. This phase focused on women’s empowerment in sports, emphasizing support for the LFC Women and the girls’ academy.
Long-term commitment and community impact
The partnership has been characterized by a series of extensions, the most recent ensuring continuity until at least 2029. Each phase of the partnership has brought innovative contributions to Liverpool’s infrastructure and community initiatives. AXA’s involvement goes beyond mere sponsorship, integrating deeply into the club’s activities and supporting the LFC Women, aligning with broader goals of promoting well-being and healthy lifestyles.
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