AXA & Liverpool FC Partnership

A meaningful partnership

Joining forces with this world-class football club is a way for AXA to bring to life its ambition to become a partner to our customers, in line with our Purpose, “Acting for human progress by protecting what matters”. The more clients feel protected, the more confident they will be to move forward as individuals but first and foremost as stakeholders of a genuine team. For both Liverpool FC and our customers, our ambition is to be the partner giving the confidence to go further.

This collaboration also embodies AXA’s brand promise ‘Know You Can’ as well as is fully aligned with Liverpool FC’s anthem, ‘You’ll Never Walk Alone’. It is built on shared values: both AXA and Liverpool FC work with integrity and courage, having strong moral and ethical principles. As Training Partner, from the outset, we have been striving to support the common goal of promoting well-being, a healthy lifestyle and supporting progress.

Thomas Buberl

Chief Executive Officer of AXA

AXA and Liverpool FC share common values on which we can build opportunities for the club's fans, our customers and employees around the world.

We started this journey in 2018 with sheer determination to progress together.

Discover how we help you progress through...

Conveying players' confidence

Get to the heart of LFC and LFCW training sessions, where Simon, AXA’s best sound engineer, captures for you the pep talks between players.

Get cheered up

Being there in moments that matter

Find out how, thanks to his confidence squad, Alan managed to regain his self-confidence after suffering a stroke, living a once-in-a-lifetime experience at Anfield.

Follow this memorable day

Encouraging resilience

Watch Virgil van Djik’s Road to Recovery after his knee injury. A powerful journey of resilience helped by those closest to him… culminating in his emotional return for the Reds.

Watch the journey

Sharing inspirational stories

Meet Dominic Matteo, former LFC player, who shares his emotional, life-changing story after he recovered from brain tumour surgery. A true inspiration to us all.

Discover his story

Challenging your confidence

Listen to the Liverpool FC Women's Team explore the importance of confidence when choosing to challenge.

Watch the video

AXA Training Centre

In October 2020, we strengthened our partnership with Liverpool FC by also securing the naming rights to the new training centre. The AXA Training Centre, based in Kirkby, brings together the club’s youth and First Team football operations on one site. This cohabitation enables a powerful transmission between generations embodied by LFC Academy’s reputation and successes. This state of the art 9,200sqm facility forges a pathway of improvement, progress, and success. Giving AXA’s name to this campus is also a way to be by players’ side in their every-day lives, especially at trainings when they build their confidence and improve their game.

Go behind the scenes at the AXA Training Centre with a guided tour by Alex Oxlade-Chamberlain, Liverpool FC Midfielder.

Know You Can

Success begins off the pitch

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