AXA acquired the naming rights to Liverpool Women’s new Melwood Training Centre to support a global campaign targeting female consumers, according to Virginie Berçot, global brand director for the French multinational insurance firm.

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with 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

Premier League club Liverpool is turning success on the pitch into steady sponsorship sales growth, as new partners continue to invest in the club’s second-tier assets.

French insurance firm AXA has signed a new partnership with Liverpool FC, focused on the brand's Asian market. Under the multi-year deal, AXA will become the club’s Official Global Insurance Partner.