Liverpool extend partnership signing a new five-year contract with AXA for training kit sponsorship and naming rights for Kirkby/Melwood bases. AXA started their partnership with the Reds back in 2018 which really helped Liverpool. AXA later secured the naming rights to Liverpool’s training ground in 2020. After all this move will provide a big boost for Liverpool as the financial benefits will heavily affect their profit and sustainability calculations, allowing them to spend more on their playing squad.
Speaking on the new contract, commercial director Ben Latty has shared his excitement about the news. “Partnering with global brands and developing long-term, meaningful relationships is a vital part of our commercial strategy. The naming rights of our state-of-the-art training facilities and AXA’s presence on our training kits have been instrumental in our success, and this renewal reaffirms AXA’s commitment to our men’s and women’s teams, our fans, and our communities. We are excited to see how this partnership will continue to grow and evolve.”
Long term benifits after Liverpool extend partnership
The biggest boost for Liverpool will be in the transfer market. Following the announcement of Jurgen Klopp leaving this summer the squad can undergo a shake-up. New manager Arne Slot will require players that fit into his play style. Moreover it is expected that core players will stay and extend their contract. Trent Alexander-Arnold, Virgil van Dijk, and Mohamed Salah are all out of contract next summer.
As per the reports Mohammed Salah will stay next season with high expectations. Players like Joel Matip and Thiago Alcantara can leave next season for some fresh legs. Moreover with Michael Edwards back we can expect some big signings for the Reds. Despite disappointing run of form in the end of season Liverpool will hope to bounce back next season in new turn of events.
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