AXA becomes Liverpool Football Club’s official training kit partner


AXA is becoming today Liverpool Football Club’s (LFC) official training kit partner for season 2019-2020. This partnership is cemented in AXA’s new brand promise: Know You Can.

Thomas Buberl CEO of AXA commented:

“We’re excited by this new important step in our partnership with Liverpool that started in 2018. To have the AXA logo feature on the Liverpool training kit is a great symbol of our strong ambition to strengthen the AXA brand awareness globally. By building on our similar values and vision with Liverpool, we will also be able to better spread our new promise to our customers on self-belief with the tagline: Know You Can.”

This marks an important step in our long-term relationship with the club, as we transition from Official Insurance Partner into the new training kit partnership. It is also an authentic occasion for us to symbolize our own move from Payer to Partner through LFC’s world famous anthem – You’ll Never Walk Alone – arguably the single most powerful and emotive manifesto in sports worldwide.

"Like us, Liverpool are a global and iconic brand, and leaders in their field, renowned for their long & proud history, strong sense of community and relentless pursuit of excellence. What makes me really excited about this partnership is that our purpose is very much the same, we look forward towards achieving shared successes, as we continue to ensure our customers will ‘Never Walk Alone’’, said Thomas Buberl.

AXA and Liverpool FC will continue working closely with the club’s men’s and women’s teams, manager, coaches and health professionals to support the shared goal of promoting healthy well-being and lifestyle.


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