October 27 – Premier League champions Liverpool have boosted their deal with AXA who have taken the naming rights to new club’s new Training Centre that becomes operational next month.
Liverpool expanded their deal with the global insurance brand to include sponsorship of the club’s training kit in May 2019. That was a three-year deal beginning with the 2019/20 season and saw AXA take over from online gaming firm BetVictor. AXA, who became the club’s global insurance partner in 2018, became as a Principal Partner and the club’s new Official Training Kit Partner.
The additional rights are described as an “enhanced partnership” around the Official Training Partner designation.
The AXA Training Centre, based in Kirkby, will bring together the club’s youth and First Team football operations on one site. The 9,200sqm facility incorporates two gyms, a full-size sports hall, a pool, a hydrotherapy complex, and specialist sports rehabilitation suites.
“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, CEO of AXA.
A planning application for sponsor signage on the building has been submitted to the local council.
Liverpool chief executive officer Billy Hogan 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.”
No value was given for the naming rights deal.
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