AXA is proud to be Liverpool Football Club’s official principal partner and training kit partner for season 2019-2020

Building on our shared values with Liverpool FC around self-belief and perfect alignment on our positioning and their own anthem “You’ll Never walk alone”, this partnership is cemented in AXA’s new brand promise: Know You Can.

This partnership consider to be an important step in our long-term relationship with the club, as we transition from Official Insurance Partner into the Principal partner and 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.


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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