Liverpool FC announce AXA as Training Centre naming rights partner

Liverpool FC and AXA have expanded their partnership to include the naming rights of the Reds’ new Training Centre in Kirkby, designed by architects KSS.

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 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.

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.

New beginnings

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.

Billy Hogan, Liverpool FC’s Chief Executive Officer, said:

The expansion of AXA’s partnership to include the naming rights of the club’s new Training Centre makes perfect sense.

Hogan continued:

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.

Naming rights

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’.

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.

See the latest progress at the Kirkby site in the club’s video.

NB: Images are artist’s impressions. Courtesy: Liverpool FC

Liverpool FC is host venue partner for the next edition of ALSD International, with CEO, Billy Hogan, to give a keynote speech. KSS is a confirmed exhibiting sponsor, with Anfield’s new Main Stand – designed by the award winning firm – the location for Europe’s leading event for the Premium Seat & Sports Hospitality sector.

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The upcoming ‘hybrid’ edition of ALSD International – Europe’s leading event for the Premium Seat & Sports Hospitality sector – will focus on increasing revenue via new builds, renovations, service expansions & technology, and reopening with confidence.

The event will feature a high-level conference, exhibition hall, networking events and tours of Anfield, Goodison Park and M&S Bank Arena, all of which will be available to in-person and virtual attendees ensuring optimised opportunities for knowledge-sharing, networking and doing business.

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