Shorts: Liverpool, Luton, Woakes
Liverpool Football Club has confirmed AXA as the naming rights partner for its Melwood training ground.
As part of an expanded partnership, which first launched in 2018, the insurance firm will rename the new home of the women’s team at Melwood.
The recent move to the new training facility reinforces the club’s ongoing commitment to developing both the women’s team and girls’ academy and gives all players equal opportunity to train and perform at their best.
Alongside hosting training for the women’s team, the AXA Melwood Training Centre will host team meetings, support player rehabilitation, press conferences and provide office space for staff. Liverpool Women’s team moved into their new home earlier this month to continue preparations for the new season.
Ben Latty, Commercial Director at Liverpool Football Club, announced, “It’s fantastic to see our partnership with AXA expand to show their commitment to both the women’s team and the men’s team, which aligns with the ‘One Club’ approach we have here at LFC.’’
Virginie Berçot, Global Brand Director at AXA, added, “This is a great opportunity to further our journey with Liverpool Football Club.
“In a world where women do not always benefit from the same conditions as men in sports, we are delighted to continue supporting and empowering female athletes. By inaugurating the new AXA Melwood Training Centre, we are proud to enable the LFC women’s team to keep playing at the top of their game.
“At AXA, we believe that being a woman shouldn’t be a risk in every aspect of life from health to business, including sports. This training centre is further proof of our commitment towards women.”
Last week, Liverpool FC also announced a new partnership with UPS as Red’s first official global logistics and shipping partner.
Premier League football club Luton Town has extended its partnership with University of Bedfordshire.
The recent expansion in the long-standing partnership will see the University become the official education partner of the club.
The new agreement will see the University of Bedfordshire’s logo featured on the sleeve of training shirts for the men’s, academy and ladies’ teams, as well as retaining the existing advertising boards currently found at Kenilworth Road.
The new agreement, which will bring a range of educational and career development opportunities for students, builds on the existing relationship between the two institutions which began more than a decade ago.
The partnership between the university and the club will offer excellent career development opportunities and work experience for students studying on sports-related courses such as ‘Sport & Exercise Science’ and ‘Sports Therapy & Rehabilitation’, as well as other course areas including ‘Business and Sports Journalism’.
These will include field trips to the Hatters’ training ground, and home match tickets for students from a select group of relevant courses such as BSc Football Coaching, which will allow them an insight into the behind-the-scenes workings of a Premier League football club.
Chris Bell, Commercial Director of Luton Town, said, “It’s a really exciting time to expand the long and strong relationship between the club and the University of Bedfordshire. We will be able to offer amazing experiences to students and staff to develop within a truly unique environment. We have a number of University of Beds alumni currently working for the club in a different areas of the club.
“As the club continues to grow and develop with Power Court on the horizon this is a perfect time to deepen our excellent relationship with the University of Bedfordshire.”
Global Marketing and Management agency Blueprintx has signed England International cricket player Chris Woakes to its talent roster.
According to a statement, Blueprintx will be working with Woakes on developing his off-pitch commercial portfolio alongside Grit Sports Management and its wider cricket talent roster.
In signing with Blueprintx, Woakes joins a talent roster that includes Tony Adams MBE, Fikayo Tomori, and Graeme Souness among others.
Badminton England has announced a new 10-year strategy designed to make badminton the most inclusive and accessible sport in England.
At the heart of the strategy is a pledge to increase the number if primary age children playing the sport by 2033.
To do so the national governing body has committed to a new primary age programme delivered through a network of junior clubs and connecting to schools and leisure centres across the country.
Sue Storey, Chief Executive Officer of Badminton England, said, “This strategy sets out an ambitious, exciting and wide-ranging long-term plan to secure the best possible future for badminton in England. To do this we must have a focus on getting more young people especially those of primary age playing and enjoying our sport as so many children have been today here in Manchester.
“We also want to open up badminton so that more people from a wider range of backgrounds can enjoy its physical and social benefits. A more diverse and inclusive sport supports the growth and success of English badminton at all levels and we want more people to join the already one million who play regularly so we can truly make badminton a sport for everyone.”
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