Liverpool pulled off one of the biggest comeback upsets in Champions’ League history last night, with their 4-0 win against Barcelona overturning a 3-0 deficity from the first leg and securing a place in the Final on June 1st.
It backs up the confidence of Axa who expanded their relationship with the club last week, moving up from official insurance partner to principal training partner with the brand on the club’s training kit for the men’s and women’s teams from the start of next season.
Last year the club signed an extension with Standard Chartered who remain the principal shirt front sponsor. That deal was reported at the time to be worth in the region of €46 Million a year and will run to the end of the 2022/23 season.
“We’re delighted to be expanding our partnership with AXA to see them become a principal partner and new official training kit partner,” said Billy Hogan, Managing Director and Chief Commercial Officer at Liverpool.
“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.”
Liverpool will discover tonight whether they will face Ajax or Tottenham in the Final. They also go into this weekend’s final round of matches needing to better Manchester City’s result at the same time in order to secure a first Premier League title since 1990 when they were managed by Kenny Dalglish.