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AXA obtain naming rights for new Liverpool training facility

Liverpool Football Club’s new state-of-the-art training facility has been named the ‘AXA Training Centre’, as the insurance company expands its partnership with the Premier League champions.

The Premier League giants are set to move away from their long term training centre, Melwood in the coming weeks. Melwood has been the base of Liverpool’s training for 70 years. A move to a new £50m training centre based in Kirkby is set to take place in mid to late November.

The move will mean that Liverpool’s first team and youth teams will be training at the same facility for the first time in the club's history. The new facility has three full size pitches, goalkeeping and warm-up areas, and also indoor facilities which includes two gyms, a full-size sports hall, a swimming pool, a hydrotherapy complex and specialist sports rehabilitation suites.

AXA will be expanding their already existing partnership they’ve got with Liverpool, which currently provides sponsorship of the clubs training kit. The insurance company now also has naming rights for the new training facility, meaning they’ve now become the clubs official training partner.

Chief Executive Officer at Liverpool, Billy Hogan said, “The expansion of AXA’s partnership to include naming rights of the club’s new Training Centre makes perfect sense.”

He added, “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”.

Author: Fred Dobberson