HomeNewsNewsFinancial Services - InsuranceFootballEngland

AXA steps up backing of Liverpool

French insurance company AXA has expanded its association with Liverpool by becoming a principal partner and the new official training kit partner of the English Premier League football club.

The new deal is effective from the 2019-20 season and grants AXA brand exposure on Liverpool’s training kit.

AXA will also continue to work closely with Liverpool’s men’s and women’s teams, managers, coaches and health professionals to support the promotion of healthy well-being and lifestyle.

Thomas Büberl, chief executive of AXA, said: “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.”

AXA first partnered with Liverpool in October in a multi-year, Asia-focused deal that named it as the club’s official global insurance partner.

The initial deal granted rights for AXA to host exclusive mass-participation events with Liverpool in core markets in Asia. AXA also holds hospitality privileges at Liverpool’s Anfield stadium.

Most recent

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

PepsiCo-owned sports drink brand Gatorade will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

Brazil’s club football sponsorship market is in freefall following the loss of state-owned bank Caixa Econômica Federal – the biggest spender of the last decade.

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.