The Reds are about to leave Melwood for good and move into the state-of-the-art facility during the international break in November, after the new facility was completed after the slight delay caused by the coronavirus pandemic.
Liverpool has announced that the club’s stunning new £50 million training facility will be called the Kirkby AXA Training Centre.
Liverpool announced an expansion of its partnership with multinational insurance company AXA as the club prepares to move to its £50 million training center in Kirkby.
And with the move now imminent, the club has announced an expansion of its partnership with AXA, which includes the naming rights for the new training center in Kirkby.
Jurgen Klopp has always been interested in bringing together the club’s first team with its age group, and Liverpool’s owner Fenway Sports Group supported their manager by starting work next to their Academy site in 2017.
Through the renewed agreement with the multinational insurance company, AXA will expand its original training equipment into a more holistic relationship that focuses on training as a whole, as it becomes the club’s official training partner and includes all LFC training equipment.
The new 9,200 square meter AXA Training Center has three full-size playing fields, goalkeeper and warm-up areas, and indoor facilities including two gyms, a full-size gymnasium, a swimming pool, a hydrotherapy complex and special sports rehabilitation suites.
“We have already seen that they focus on promoting health, well-being, self-confidence and self-esteem, and the deepening of their relationship in the training area makes this partnership a great addition.
Commenting on the new deal, Billy Hogan, CEO of Liverpool FC, said: “Extending the partnership with AXA to include the naming rights to the club’s new training center makes perfect sense.
“We are delighted to have AXA on board as we begin this new chapter in the club and are proud to develop our relationship with a brand that shares our common values and aspirations both on and off the pitch.
Thomas Buberl, CEO of AXA, said: “We are very excited and proud of this milestone in our partnership with Liverpool Football Club.
“The AXA Training Centre is a world-class facility that will be a path of improvement, progress and success for the entire first team and development squads of the club. This culture and belief complements our values of helping people move forward through our slogan: ‘Know You Can’.
he said: “For the right partner, if it makes sense, this is something we will certainly consider.
In 2018, Billy Hogan admitted that the club would consider naming rights once the facility was completed.
“If it’s not about naming rights for headlines, then more subtle relationships within a training ground environment might make more sense”.
“There are other opportunities around the new training ground that we will look at….