When it comes to successful sporting-insurance partnerships, AXA’s tie-up with Liverpool Football Club must rank fairly high on the list.
The major insurer was named the football club’s official insurance partner back in 2018, and since then the club has secured Champions League, Super Cup, World Club Cup and Premier League titles, putting the AXA brand firmly in the spotlight. It’s no wonder then that the insurance giant has moved to further that tie-up – by securing naming rights to Liverpool’s new training centre.
AXA, which has also sponsored the club’s training kit since 2019, will now adorn Liverpool’s training centre, to be known as the AXA Training Centre, when the club makes the switch from its long-term Melwood residence next month. Based in Kirby, the centre places the youth and first team operations together at one site – it’s a 9,200sq m facility that includes two gyms, a full-size sports hall, a hydrotherapy complex and specialist sports rehabilitation suites. In addition, there are dedicated TV studios, press conference facilities and office accommodation.
“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,” said Thomas Buberl, CEO of AXA.
Meanwhile, Liverpool FC CEO Billy Hogan noted that the furthering of the partnership “made 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,” he said. “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, is set to be installed later this year.