Liverpool reveals new Training Centre naming rights sponsor

Liverpool’s new training facility will be named the AXA Training Centre once completed, after the club agreed an extension on their current deal with the insurance company.

The £50 million complex is due to open in late November and the deal with AXA marks the Reds’ first training facility naming sponsor.

The reigning Premier League champions have enjoyed an agreement with the insurance company since May 2018, penning an extension in May 2019 to become the club’s official training kit partner with the AXA logo appearing on training apparel.

Liverpool’s Chief Executive, Billy Hogan, commented: “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.”

The sponsor’s signage planning application has been submitted to the local council and will be constructed later this year when the club moves out of Melwood after 70 years.


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