Liverpool extends training ground sponsorship with AXA

Premier League club Liverpool has signed an extension with training ground sponsor AXA that is worth more than $25M and will run until 2029, according to Paul Gorst of the LIVERPOOL ECHO. The club added the French insurance firm to its portfolio of sponsors in 2018 and inked terms to have naming rights on the club's $62M training facility that was officially opened in November 2020. Since opening the AXA Training Centre, Liverpool has “only strengthened ties with the company.” AXA will now “work more closely” with both the men's and women's teams on the pitches of their respective training grounds and will have a presence on their respective training kits as well. Liverpool “will see an improvement” on the $6M-a-year agreement that was struck four years ago (LIVERPOOL ECHO, 4/30).