According to James Pearce of The Athletic, Liverpool has reportedly inked a new five-year contract with AXA for the sponsorship of their training kit and naming rights for Kirkby/Melwood bases.

AXA and the Reds first partnered in 2018, and in 2020, AXA obtained the naming rights to Liverpool’s training facility. Even though an off-the-field sponsorship agreement might not seem like it will have a big influence on the Liverpool team, the financial advantages will have a significant impact on their sustainability and profit projections, enabling them to invest more in their playing group.

Liverpool and AXA Sign Five-Year Agreement
The new agreement is valid through 2029.

Pearce of The Athletic reports that Liverpool has now agreed to a new five-year contract with AXA, with the most recent agreement set to expire in 2029. The initial agreement was set to expire in 2025, but both parties have agreed to an extension in what Pearce has called a “lucrative” deal.

In addition, the Reds have acknowledged the news and stated that they are expanding their “meaningful, long-term partnership.” AXA has been a longstanding sponsor of Liverpool, appearing on training uniforms since 2019. Ben Latty, the commercial director, expressed his excitement about the news when speaking about the new contract.

A key component of our business strategy is forming lasting, meaningful partnerships with international brands. Our success has been greatly attributed to the naming rights of our cutting-edge training facilities and AXA’s presence on our training kits. This renewal further demonstrates AXA’s dedication to our women’s and men’s teams, our supporters, and our communities. We can’t wait to watch this partnership develop and grow even more.

When the summer transfer window opens for business, Liverpool supporters will be hoping that Richard Hughes and Michael Edwards will have some extra cash to spend. The Reds have had a mixed season, and any new manager will probably want to reorganize the team given that Jurgen Klopp is leaving.

It is essential that clubs bring in these kinds of deals because the Premier League is cracking down on financial mishaps, as we’ve seen with the points deductions for Everton and Nottingham Forest.

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