French insurer AXA has strengthened its existing partnership with Liverpool Football Club by becoming the club’s official training partner.
As part of the extended partnership, the company has secured the naming rights of the club’s £50m training centre in Kirkby.
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Set to be named AXA Training Centre, this new facility will bring together Liverpool FC’s youth and First Team football operations under one site.
This 9,200sqm facility is said to include two gyms, a full-size sports hall, a pool, a hydrotherapy complex, and specialist sports rehabilitation suites.
It will also feature dedicated TV studios, press conference facilities and office accommodation.
AXA tied-up with Liverpool FC in 2018 as its official insurance partner. The company also started sponsoring the training kit for the club since last year.
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By GlobalDataThe club won Champions League, Super Cup, World Club Cup and Premier League titles during this period, bring the insurer to limelight.
Commenting on the development, AXA CEO Thomas Buberl said: “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.”
Liverpool CEO Billy Hogan added: “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.”
Earlier this month, AXA wrapped up the €1bn deal to divest its Life & Savings, Property & Casualty and Pension businesses in Poland, Czech Republic and Slovakia.
