Liverpool FC announces AXA as training centre naming rights partner
Liverpool FC and insurance giant AXA have expanded their partnership to include the naming rights of the Reds’ new training centre at Kirkby.
The state-of-the-art facility will be officially known as the ‘AXA Training Centre’ – it is the club’s first training complex naming partner.
The renewed agreement will see AXA expand its original training kit relationship to one focused more holistically on training as a whole and become the club’s Official training partner, incorporating all LFC training apparel.
Jurgen Klopp’s side are preparing to move into the club’s new centre in mid-late November, with the finishing touches being made in preparation.
The Reds will move to the facility after bidding a fond farewell to Melwood, which has been the club’s historic training ground for 70 years.
It marks a new chapter in the club’s illustrious history and will see the first team and youth football operations come together at a combined training facility for the first time in its history.
The new 9,200sqm AXA Training Centre boasts three full-size pitches, goalkeeping, and warm-up areas, and indoor facilities including two gyms, a full-size sports hall, pool, hydrotherapy complex and specialist sports rehabilitation suites.
Billy Hogan, Liverpool FC chief executive, said: “The expansion of AXA’s partnership to include the naming rights of the club’s new training centre makes perfect sense. We have already seen their emphasis on driving health, wellbeing, confidence, and self-belief and so deepening their relationship in the field of training makes this partnership a great fit.
“We’re pleased to have AXA on board as we start this new chapter at the club and are proud to expand our relationship with a brand that shares our common values and aspirations both on and off the pitch.”
Thomas Buberl, AXA chief executive, said: “We are extremely excited and proud by this landmark step in our partnership with Liverpool Football Club.
“The AXA Training Centre is a world class facility that will forge a pathway of improvement, progress and success throughout the club’s first team and development squads. This culture and belief truly complement our values of helping people to go further through our tagline: ‘Know You Can’.”
A planning application for the addition of sponsor signage to the building has already been submitted to Knowsley Council and, subject to receipt of consent, will be installed later this year.