Liverpool FC and AXA have expanded their partnership to include the naming rights of the Reds’ new Training Centre in Kirkby.
The state-of-the-art facility will be officially known as the AXA Training Centre and marks the club’s first training complex naming partner. The new facility, due for completion later in November and costing a reported US$65.1 million, will now be known as the AXA Training Centre and marks the Premier League club’s first training complex naming partner. Jürgen Klopp’s side are preparing to move into the club’s new Training Centre in mid-to-late November, with the finishing touches being made in preparation.
A planning application for the addition of AXA sponsor signage to the new building has already been submitted to the local council and, subject to receipt of consent, will be installed later this year.
For AXA, it is the latest expansion to its deal with Liverpool. In 2018, the pair initially struck a four-year global partnership, which was expanded in May 2019 with the insurance company becoming the club’s training kit partner until the end of the 2021/22 season in a US$26 million a year deal.
The financial terms and length of the latest agreement between Liverpool and AXA have not been disclosed. “The expansion of AXA’s partnership to include the naming rights of the club’s new training centre makes perfect sense,” said Liverpool chief executive Billy Hogan.
“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.”
Liverpool to move to new facility in November
The Reds will move to the facility after bidding a fond farewell to Melwood, which has been the club’s training ground for 70 years, beginning a new chapter in the club’s illustrious history that will see the first team and youth football operations come together at a combined training facility for the first time.
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.
“The expansion of AXA’s partnership to include the naming rights of the club’s new Training Centre makes perfect sense,” said Billy Hogan, Liverpool FC’s chief executive officer.
“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, chief executive officer of AXA, 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’.”