Insurance giant AXA has secured the naming rights to Liverpool FC's new £50m training centre, as well as becoming the club's official training partner.
The pair have today announced a strengthening of their partnership with the new facility in Kirkby set to be named the AXA Training Centre, brning together the club's youth and first-team football operations on one site.
The Premier League champions are due to move to the state-of-the-art campus next month. The partnership began in 2018, with AXA having sponsored the club's training kit since last year.
Thomas Buberl, CEO of AXA, said: "We are very pleased to strengthen our partnership with Liverpool Football Club, which has already enabled us to increase our brand recognition. AXA and Liverpool FC share common values on which we can continue to build opportunities for Liverpool fans, our customers and employees around the world."
The new 9,200sqm facility incorporates two gyms, a full-size sports hall, a pool, a hydrotherapy complex, and specialist sports rehabilitation suites. There will also be dedicated TV studios, press conference facilities and office accommodation.
Billy Hogan, CEO of Liverpool, 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.”
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.
