Leader's voice

“Our partnership with Liverpool Football Club shows how the AXA brand has been...

Since 2016, the AXA Group has undergone a profound transformation to refocus on its insurance business and better meet the needs of customers. The new strategic ambition called on the brand to do the same. To reinvent itself. A symbol of this cultural change: the partnership with Liverpool Football Club. Virginie Berçot, Global Brand Director at AXA, tells us more about sports sponsorships and our collaboration with this legendary football club.

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