April 30, 2024
AXA and Liverpool FC Extend Partnership Until 2029!
AXA is proud to announce the renewal of its meaningful partnership with Liverpool FC for an additional five years.
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The story of AXA and Liverpool FC's partnership began in 2018 when AXA joined the club as the Official Insurance Partner. This initial collaboration laid the foundation for a strong connection built on shared values of excellence, teamwork, and a commitment to the community. Over the years, the partnership has evolved, reflecting a mutual desire to create a positive impact that extends beyond the football pitch.
In 2019, AXA's role expanded to become LFC's principal partner and the club's Official Training Kit Partner. This deepened involvement signified AXA's growing commitment to supporting both the men's and women's teams. A significant milestone arrived in 2020 when AXA secured the naming rights for the state-of-the-art AXA Training Centre in Kirkby, demonstrating their dedication to nurturing future generations of footballing talent.
The most recent chapter unfolded in 2023 with AXA securing naming rights for the AXA Melwood Training Centre, the new home for Liverpool FC Women. This move further solidified our commitment to women's football, and with it, AXA became the Official Global Training Partner for both teams of the club.
Virginie Berçot
Global Brand Director
This marks a continuation of our proud and enduring story. We are pleased to announce the extension of our long-term commitment to the club until 2029, following our previous dedication to the women's teams by lending our name to their new Training Centre 7 months ago. Becoming the sole and exclusive Global Training Partner of the club is a significant milestone for us, reaffirming our strategy of a fruitful and purposeful collaboration around our brand priorities.
Throughout this successful partnership, AXA and LFC have celebrated a remarkable eight trophies together. However, our achievements extend even beyond. Together, we have championed meaningful initiatives on well-being, healthy lifestyles, and women's empowerment.
One such example is the award-winning "AXA Confidence Squad" campaign, mirroring the spirit of "You'll Never Walk Alone." This Clio Sports Bronze winner tells the inspiring story of regaining confidence after facing challenges. It highlights AXA's commitment to empowering individuals, just as the club inspires its fans.
Another noteworthy example is the multi-award-winning "Empty Seat" campaign, tackling the invisible symptoms of mental health struggles. It raised awareness and encouraged help-seeking, garnering a Gold at the Grand Prix Strategies du Sport et de L’Esport 2023 and a Sporsora Silver 2023.
This extension reflects the strength of the partnership that has blossomed over the years. With a shared vision and unwavering commitment to supporting what matters, AXA and Liverpool FC are poised to take their collaboration to even greater heights in the years to come.
