AXA back Liverpool, Becomes Official Training Kit Partner

French insurance company AXA has expanded its relationship 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.

The Reds initially struck a four-year deal with AXA in 2018 which saw them become the club's first global insurance partner.

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.

According to Thomas Büberl, chief executive of AXA, “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's branding will appear on Liverpool's new collection of New Balance training apparel which includes warm up jackets, hoodies and sweatshirts which are on sale now in the Liverpool Store.

Designed in grey and red pepper like the 2019/20 home kit, the training kit will be inscribed with Bob Paisley’s iconic signature on the inside, paying homage to the Reds’ most successful manager in the year in which he would have turned 100.

The Reds will begin training in the new AXA training kit when pre-season starts in July.