LIVERPOOL, ENGLAND - Wednesday, September 20, 2023: Liverpool's Mohamed Salah (R) and Ben Doak (L) during a training session at the AXA Training Centre ahead of the UEFA Europa League Group E match between LASK and Liverpool FC. (Pic by Andrew Yeats/Propaganda)

Liverpool FC extend AXA sponsorship deal – worth more than £20m

Liverpool FC have announced an extension to their deal with sponsors AXA, with the five-year agreement set to earn the club a further £20 million.

Liverpool’s association with AXA began in 2018, as official insurance partner, with their investment into the club growing in the years since.

In 2019, the company negotiated a deal to become official training sponsor, with their logo featured on all training kits, and 2020 saw the purchase of naming rights for what has become the AXA Training Centre.

AXA now also sponsor the redeveloped site at Melwood, which is home to Liverpool FC Women, having been reopened last year.

That partnership will now continue until at least 2029, with Liverpool announcing on Tuesday that they had agreed a five-year extension to their sponsorship deal with AXA.

This Is Anfield understands the deal will land the club over £20 million, with an improvement negotiated on the previous £5 million-a-year terms.

KIRKBY, ENGLAND - Thursday, August 13, 2020: An image of the Under-23 players' entrance of Liverpool FC's new traing ground in Kirkby which will be sponsored by AXA and known as the AXA Training Centre. (Pic by Liverpool FC via Propaganda)

It continues the club’s ongoing pursuit of outside investment, which included new deals with UPS, Google and Peloton in 2023 which will bank around £35 million.

Liverpool also confirmed the extension of their decades-long partnership with Carlsberg in December, while in March it was reported that discussions had been held over selling naming rights to the new Anfield Road Stand.

Per Sport Business, Liverpool are due to switch kit suppliers from Nike to Adidas at the end of next season, in a new five-year contract that will be worth upwards of £50 million.

Standard Chartered remains the club’s front-of-shirt sponsor, with their £50 million-a-year deal running to 2027, while a wider partnership with Expedia, including sleeve sponsorship, is worth £15 million a year.

LIVERPOOL, ENGLAND - Wednesday, September 27, 2023: Liverpool's Dominik Szoboszlai walks out before the Football League Cup 3rd Round match between Liverpool FC and Leicester City FC at Anfield. Liverpool won 3-1. (Pic by David Rawcliffe/Propaganda)

Speaking on the extension of Liverpool’s deal with AXA, commercial director Ben Latty described it as “instrumental in our success.”

“Partnering with global brands and developing long-term, meaningful relationships is a vital part of our commercial strategy,” Latty explained.

“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.”