2019-20 Training shirt - image with site
2019-20 Training sweat - image with site
Manufacturer: New Balance (made in Philippines)
Club sponsor: Standard Chartered, AXA, Western Union
Years worn: 2019-21
Kits staff: Kit management co-ordinator: Lee Radcliffe. Kit
LFC announces AXA as a principal partner
3rd May 2019
Liverpool FC has today announced that AXA, the world's leading insurance brand,
will become a principal partner and the club's new official training kit partner from the
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
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 Bьberl, 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.
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