Liverpool announces details of new lucrative deal on training kit

Liverpool FC has announced the signing of a training contract with AXA.

The multinational insurance company will take over BetVictor, whose contract with the Reds expires this summer.

ECHO understands that this is a three-year contract that will last until the end of the 2021/22 season.

The AXA brand will feature on Liverpool's new New Balance exercise clothing collection, which includes jackets, hoodies and warm-up sweatshirts.

The Reds initially signed a four-year contract with AXA in 2018, which allowed them to become the club's leading global insurance partner.

The link has been so successful that AXA has seized the opportunity to strengthen its links with Liverpool.

Reds general manager Billy Hogan said: "We are delighted to develop our partnership with AXA and to see them become a lead partner and a new official partner for the training kits.

"As a global leader in its sector, AXA shares our ambitions and values. We already share a lot of success since the beginning of our partnership in 2018.

"We look forward to strengthening our special relationship and continuing to bring fantastic experiences to our fans around the world."

Designed in gray and red pepper as the 2019/20 house kit, the training kit will carry Bob Paisley's iconic signature inside, paying homage to the Reds most titled director in the year he would have had 100 years.

The Reds will begin training with the new AXA Training Kit during the pre-season starting in July.

Thomas Buberl, Managing Director of AXA, added: "We are excited about this important new step in our partnership with the Liverpool Football Club, which began in 2018.

"The display of the AXA logo on the Liverpool FC training kit is a tremendous symbol of our strong ambition to strengthen the consideration of the AXA brand on a global scale.

"By building on our similar values ​​and vision with Liverpool FC, we can also deliver on our new brand promise to our customers, based on self-confidence, with the slogan:" Know You Can ".

The range of training kits is available for pre-order online and will be available for purchase in-store and online from May 9 at http://store.liverpoolfc.com/.