AXA signs as Liverpool global partner with focus on Asian growth

October 4 – Premier League Liverpool have added insurer AXA as the club’s first Global Insurance Partner in what it describes as a multi-year deal. No value was given for the sponsorship.

AXA will focus its Liverpool marketing activation on working with the club’s men’s and women’s teams to promote healthy well-being and lifestyle. The insurance giant will host, with Liverpool, “a range of mass participation events and experiences for fans around the world,: said a club press release.

Thomas Buberl, CEO of AXA, said: “I am delighted to announce this long-term partnership with Liverpool FC, which comes at a particularly exciting moment for AXA as the Best Global Brand ranking, announced by Interbrand today, recognised AXA as the number one insurance brand for the 10th year in a row.”

AXA is looking to penetrate new global markets, particularly in Asia, where Liverpool have a long standing and still building brand strength.

Billy Hogan, Managing Director and Chief Commercial Officer, Liverpool FC, said: “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.”

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