AXA take naming rights for Liverpool’s new £50m training complex

AXA has secured naming rights to Liverpool FC’s new £50m training complex after expanding its partnership with the Premier League club.

The naming of the AXA Training Centre, which will be home to Liverpool’s first team from next month, comes a year after the multinational insurance firm became the club’s training kit sponsor.

The state-of-the-art complex in Kirkby, which is also home to the club’s youth players, will feature AXA sponsor signage from later this year after a planning application was submitted to Knowsley Council.

AXA said the enhancement of its training partnership reflects the two organisations’ common goal of promoting well-being, a healthy lifestyle and supporting progress.

“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,” said Thomas Buberl, chief executive of AXA.

Liverpool were due to relocate from their famous Melwood training ground to the new facility ahead of the 2020-21 season, but the switch was delayed because of the impact of the COVID-19 pandemic.

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.

Commenting on the announcement, Billy Hogan, Liverpool’s chief executive, 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.”

Plans for the facility were first announced in 2018, with architecture firm KSS responsible for designs. Local contractor CPUK, from Skelmersdale, was appointed to deliver the scheme.