AXA Take On Liverpool FC Training Centre Naming Rights

AXA have expanded their partnership with Liverpool Football Club to include the naming rights of the club’s new Training Centre in Kirkby.


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 partnership expands AXA’s original training kit relationship to one focused more holistically on training as a whole and will become the club’s official training partner, incorporating all LFC training apparel.


Jurgen Klopp’s men will move to the new Training Centre in mid-to-late November, leaving their original Melwood base after more than 70 years, and 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.



“The expansion of AXA’s partnership to include the naming rights of the club’s new Training Centre makes perfect sense,” said Billy Hogan, Liverpool FC’s chief executive officer.


“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.”


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.”


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.


Image: LFC