Liverpool secure AXA training kit deal
The Premier League club initially struck a four-year deal with AXA in 2018 which saw the insurance firm become a global partner, with the expanded contract covering three years until the end of the 2021/22 season, according to the Liverpool Echo.
AXA takes over from BetVictor, whose contract with the Reds expires this summer.
Billy Hogan, Liverpool’s Managing Director and Chief Commercial Officer, said: “As a world-leader in its industry, AXA shares our ambitions and values, and we’ve already shared a lot of success since our partnership began in 2018.
“We look forward to building on our special relationship and continuing to bring to life fantastic experiences for our fans around the world.”
Thomas Büberl, AXA Chief Executive, added: “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.
“By building on our similar values and vision with Liverpool FC, we will also be able to bring to life our new brand promise to our customers on self-belief with the tagline: ‘Know You Can’.”
Jurgen Klopp’s side are still in the hunt for the league title but saw their hopes of lifting the UEFA Champions League suffer a blow after losing the first leg of the semi-final against Barcelona 3-0 at the Nou Camp.
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