Im sure the naming rights are a nice boost to the coffers too. Great that the academy and senior sides are now all in the same place. Kinda thing Klopp will love.
English Premier League side Liverpool has expanded its sponsorship agreement with insurance firm AXA ahead of the opening of its new training ground. The deal grants AXA naming rights to the training ground in Kirby, which is set to open in mid-to-late November. The facility, which brings together Liverpool’s first team and U23 team, will be known as ‘the AXA Training Centre’. A planning application for the addition of sponsor signage to the building has already been submitted to the local council and, subject to receipt of consent, will be installed later this year. AXA has held visibility rights on Liverpool’s training kit since the start of the 2019-20 season in a deal worth £12m (€13.2m/$15.6m) per season, as detailed by SportBusiness Soccer. The new 9,200-square-metre complex includes three full-size pitches, goalkeeping and warm-up areas, and indoor facilities, including two gyms, a full-size sports hall, pool, hydrotherapy complex, and specialist sports rehabilitation suites. The expanded contract represents another boost to Liverpool’s sponsorship portfolio, after the signing of online travel site Expedia as sleeve sponsor earlier this month. Expedia and AXA both sit in the top tier of the Merseyside club’s sponsors, alongside financial services company Standard Chartered (its front-of-shirt sponsor), and kit supplier Nike.
Sorry to be a pedant (not really), but it's Kirkby, not Kirby. One of those things that was a thing when we were kids.
Interesting that you have got really good sponsorship for your training ground yet the Spuds are struggling to find a sponsor for the £1m bowl
