Business Telegraph

.

Liverpool FC and AXA Celebrate Continued Growth of Its Successful Partnership Until 2029

  • Written by Telegraph Magazine

LIVERPOOL, UK - Media OutReach Newswire - 30 April 2024 -

  • 2018: AXA signed as LFC's Official Insurance Partner
  • 2019: AXA becomes principal partner and the club's Official Training Kit Partner
  • 2020: Secures naming rights for AXA Training Centre
  • 2023: Secures naming rights for AXA Melwood Training Centre and becomes Official Global Training Partner

Liverpool FC and Official Global Training Partner AXA have agreed to a five-year extension, continuing their long-term meaningful partnership until at least 2029.

Liverpool FC and AXA Celebrate Continued Growth of Its Successful Partnership Until 2029

AXA, global insurance leader with 147,000 employees across the world, joined the LFC partner family as the club's Official Insurance Partner in 2018. Built upon shared common values and aspirations on and off the pitch, the partnership has grown and evolved over the past several seasons with AXA demonstrating its commitment to the LFC men's team and women's team. As Official Global Training Partner, from the outset, AXA has been striving to support the common goal of promoting well-being, a healthy lifestyle and supporting progress.

The partnership between Liverpool and AXA has been marked by numerous milestones. AXA has proudly been featured on all Liverpool FC training kits since 2019 when it became the club's Official Training Kit Partner. In 2020, AXA expanded its partnership to include the naming rights of a new state-of-the-art training facility – the AXA Training Centre – in Kirkby. The renewed agreement saw AXA expand its original training kit relationship to one focused more holistically on training and helped kickstart the beginning of a new chapter in the club's illustrious history.

AXA and LFC further strengthened their partnership when the club welcomed Melwood back to the LFC family as the new home to LFC Women, officially known as the AXA Melwood Training Centre. The move back to this legendary location steeped in history opened another exciting chapter for the women's team and girls' academy, enabling them to continue to compete at the highest level, attracting, developing and retaining the best talent in the game.

Both state-of-the-art facilities have played a pivotal role in nurturing talent and achieving success on the pitch, further solidifying AXA's commitment to both the women's and men's teams and supporting the development of football at all levels. Specifically, the AXA Melwood Training Centre embodies AXA's dedication to empowering women in sports. In a world where female athletes often face challenges, AXA stands firm in its belief that "Being a woman shouldn't be a risk". The AXA Melwood Training Centre stands as a testament to this commitment, providing a secure and empowering space for the Liverpool FC Women's team and girls' academy to thrive.

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."

Virginie Berçot, Global Brand Director at AXA, 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 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."
Hashtag: #LiverpoolFC

The issuer is solely responsible for the content of this announcement.

Entrepreneurs & Leaders

Breaking Down the Basics of Business Partnership Agreements in Sydney

Agreements Over Business Partnership are important as they discuss and define the roles, functions, and expectations...

20ft Shipping Containers as a Sustainable Choice for Construction Projects

There is a sharp increase in the demands for sustainable building materials in modern architecture. Among the newest...

Benefits of Reverse Cycle Split Systems for Years of Comfort

Without the need for ductwork installation split system air conditioning provides an effective means of cooling part...

Top 5 Tax Benefits of Novated Leasing for Businesses

Offering novated leasing as part of a salary package can provide significant benefits for businesses beyond just impro...

Understanding Root Canals: When and Why They Are Necessary

Amongst the common dental treatments of infections in the pulp of a tooth is the root canal. The pulp of the tooth i...

Seasonal Maintenance of Anti-Bird Netting

Installation of bird netting is one of the measures that can be taken to ensure birds do not set foot in your proper...

Custom Kitchens Reflect Individual Personality and Lifestyle

Custom kitchens in Penrith have turned into a popular decision for property owners looking for special and practical...

Minimum Wage Entitlements for Casual and Part-Time Workers in Australia

The minimum wage in Australia stands as a crucial right for all workers, regardless of whether they are casual, part-t...

How Expert Removalist Companies Handle Heavy Furniture with Ease

Moving heavy furniture is tough and challenging. It requires special skills and tools to move large items safely without...