To launch the new partnership, AXA branding will feature on the Reds’ new collection of New Balance training apparel next term.
Liverpool will begin training in the new range this summer ahead of the 2019-20 campaign.
Billy Hogan, managing director and chief commercial officer at LFC, said: “We’re delighted to be expanding our partnership with AXA to see them become a principal partner and new official training kit partner.
“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.”
AXA will also continue working closely with the club’s men’s and women’s teams, managers, coaches and health professionals to support the shared goal of promoting healthy wellbeing and lifestyle. This is line with AXA’s global tagline ‘Know You Can’ which symbolises AXA’s new promise to its customers, being an encouraging partner to help them feel more confident in achieving their goals and go further.
Thomas Büberl, CEO at AXA, added: “We’re excited by this new important step in our partnership with Liverpool Football Club that started in 2018.
“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’.”
LFC's new training kit range is available to pre-order from Friday and will be available to purchase in store and online from Thursday May 9.