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AXA strengthens partnership with Liverpool FC and secures naming rights to new Training Centre

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Oct 27, 2020
published at 8:45 AM CET

AXA announces today the strengthening of its partnership with Liverpool Football Club, whose training kit it has sponsored since 2019. The enhanced partnership sees AXA become the Club’s Official Training Partner and secure the naming rights of Liverpool FC's Training Centre ahead of the First Team’s move to the new state-of-the-art campus next month.

The AXA Training Centre, based in Kirkby, will bring together the club’s youth and First Team football operations on one site. 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.

Since beginning their partnership in 2018, AXA and Liverpool FC have been striving to support the common goal of promoting well-being, a healthy lifestyle and supporting progress, in line with AXA's purpose: Act for human progress by protecting what matters.

Thomas Buberl
AXA Chief Executive Officer

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

Billy Hogan
CEO of Liverpool Football Club

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

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.

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