Liverpool FC sell naming rights of training centre to AXA

Liverpool FC has sold naming rights of the new training center to insurance firm AXA. The newly built facility will be officially known as the AXA Training Centre.

AXA has previously worked with English Premier League Champions. The latest deal suggests that both parties maintain a good working relationship. In 2018, the pair initially struck a four-year global partnership. That deal was further modified in May 2019 as the insurance company became the club’s training kit partner in a deal worth $26 million a year.

The new facility that is expected to be completed in November will cost the Merseyside club around $65.1 million. The Reds will move to the facility after bidding farewell to Melwood, which has been the club’s training ground for 70 years. In the new training centre, the first team and youth football operations will work together.

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. 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.”

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