Axa Expand Liverpool Partnership To Include Training Ground Naming Rights
Liverpool have expanded their partnership with AXA to include naming rights for the club’s new training centre in Kirkby.
The new facility will be officially known as the AXA Training Centre, and will be the first time the Premier League champions have entered into a deal to name their training ground.
The renewed agreement will see AXA expand its original training kit partnership and will be ‘focussed more holistically on training as a whole,’ according to the club. AXA will now become Liverpool’s Official Training Partner, incorporating all of the club’s training apparel as well.
“The expansion of AXA’s partnership to include the naming rights of the club’s new Training Centre makes perfect sense,” said Billy Hogan, CEO, Liverpool.
“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.”
The move to a new training ground sees Liverpool leave its base at Melwood, where its teams have trained for 70 years. It will also see the first team and youth football sides train at the same facility for the first time.
Thomas Buberl, chief executive officer of AXA, added: “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’.”
According to the club, the team is scheduled to move into the new centre around mid-to-late November, with ‘finishing touches’ now being made in preparation.
