Liverpool Football Club has announced that AXA, the club’s existing insurance partner, has expanded its relationship to become their official training kit partner from the 2019/20 season.
The Premier League club initially struck a four-year deal with AXA in 2018 which saw the insurance firm become a global partner, with the expanded contract covering three years until the end of the 2021/22 season.
AXA takes over from BetVictor, whose contract with the Reds expires this summer.
Billy Hogan, Liverpool’s Managing Director and Chief Commercial Officer, said: “As a world leader in its industry, AXA shares our ambitions and values, and we’ve already shared a lot of success since our partnership began in 2018.
“We look forward to building on our special relationship and continuing to bring to life fantastic experiences for our fans around the world.”
Thomas Büberl, AXA Chief Executive, added: “Featuring the AXA logo on the Liverpool FC training kit is a great symbol of our strong ambition to strengthen the AXA brand consideration globally.
“By building on our similar values and vision with Liverpool FC, we will also be able to bring to life our new brand promise to our customers on self-belief with the tagline: ‘Know You Can’.”
Source: Liverpool FC / UK Media