AXA reignites its sponsorship strategy and joins forces with one of the most famous names in sport.

The multi-year partnership with English Premier League club Liverpool Football Club sees AXA become the club’s Official Global Insurance Partner. 



In addition to providing global brand visibility and raising AXA’s profile among sports fans around the world, the partnership will focus specifically on football supporters in Asia, as it includes a number of exclusive events that will take place in AXA’s core markets within the region.


Building on their shared values, AXA and Liverpool FC will create innovative experiences for clients, partners and fans in Asia, as well as making meaningful contributions to the local communities in which they both operate.


Working closely with Liverpool FC’s players, manager, coaches and health professionals, AXA will also create unique and relevant content that will help support the shared goal of promoting a healthy lifestyle, delivering on the AXA brand purpose of empowering people to live a better life.  


“I am delighted to announce this long-term partnership with Liverpool FC,” said Thomas Buberl, Chief Executive Officer of AXA. 


“Like us, Liverpool are leaders in their field, renowned for their long and proud history, strong sense of community and relentless pursuit of excellence. We therefore look forward towards achieving shared successes, both on and off the field, as we continue to ensure our customers will ‘never walk alone’.” 


Gordon Watson, CEO of AXA in Asia, added: “Liverpool FC is one of the most illustrious names in the world of sport, with a huge and fiercely loyal following across Asia.


“Not only will this partnership create new opportunities for our customers, agents, employees and members of our local communities to interact with players from both the men’s and women’s teams, but it will also allow us to leverage the expertise of Liverpool FC’s world-class professional health experts and academy coaches to provide unique, money-can’t buy experiences.” 


Billy Hogan, Managing Director and Chief Commercial Officer at Liverpool FC, concluded: “We are very happy to welcome such a prestigious and ambitious brand to our football family as our newest global partner and our Official Insurance Partner.


“As a world-leader in its industry, AXA shares our ambitions and values, which will provide the foundations for a special long-term relationship. Together we’ll work towards bringing to life really special experiences for our fans around the world.”