A New Era for Melwood
Liverpool FC has unveiled a significant expansion to their partnership with AXA, initiated in 2018, which now encompasses the naming rights to the renowned Melwood training ground. This facility, rich in the history and legacy of Liverpool FC, will henceforth be known as the ‘AXA Melwood Training Centre’.
This development marks AXA’s reinforced commitment to Liverpool FC, aligning their support with both the men’s and women’s teams. The men’s team has been calling the AXA Training Centre home since its inauguration in 2020. The women’s team, under the guidance of Matt Beard, recently relocated to their new abode this month, gearing up for the forthcoming season and their inaugural match against Arsenal on October 1.
Legacy and Future
Melwood, a location deeply intertwined with LFC’s illustrious history, is set to embark on a fresh chapter. It will serve as the nurturing ground for the women’s team and the girls’ academy, fostering an environment conducive to competing at the pinnacle of the sport, while attracting and nurturing premier talent. This transition underscores the club’s sustained dedication to the evolution of the women’s team and the girls’ academy, ensuring optimal training and performance conditions for all players.
The AXA Melwood Training Centre is designed to facilitate both on-field and off-field training activities. It will play a pivotal role in player rehabilitation, hosting team meetings, press conferences, and offering office spaces for support staff and management. Additionally, it will host community outreach initiatives as part of the award-winning LFC Foundation programmes and will serve as an educational hub through the Fowler Education and Football Academy (FEFA).
Voices of Enthusiasm
Ben Latty, the commercial director at Liverpool FC, expressed his delight over the expanded partnership with AXA, stating, “It’s fantastic to see our partnership with AXA expand to show their commitment to both the women’s team and the men’s team, which aligns with the ‘One Club’ approach we have here at LFC.”
Virginie Berçot, Global Brand Director at AXA, shared her enthusiasm about continuing the journey with Liverpool Football Club and emphasized AXA’s commitment to supporting and empowering female athletes in a world where they often don’t benefit from equivalent conditions as men in sports.