AXA becomes Liverpool FC principal partner, reveals New Balance branded kit range

Liverpool FC has extended its partnership with global insurance company AXA becoming the club’s principal partner and new official training kit partner for the 2019/20 season.

To launch the new partnership, Liverpool FC and New Balance revealed a collection of training apparel merchandise, featuring AXA branding throughout the entire range. The collection includes warm-up jackets, hoodies, and sweatshirts, alongside other products, and is available in both adult and children’s sizes.

Designed in grey and red pepper, each product (just like the 2019/20 home kit) has been inscribed with Bob Paisley’s iconic signature on the inside, paying homage to the Reds’ most successful manager in the year in which he would have turned 100.

The Reds will begin training in the new AXA training kit this summer ahead of the 2019/20 season. Meanwhile, the collection will be available to purchase in-store and online from 9 May.

“Featuring the AXA logo on the Liverpool FC training kit is a great symbol of our strong ambition to strengthen the AXA brand consideration globally,” said Thomas Buberl, CEO of AXA.

“With our brand on the training kit, AXA will be embedded into the fabric of Liverpool FC’s stories to build trust, credibility and recognition amongst customers to drive AXA’s growth at the local level,” added Gordon Watson, CEO of AXA in Asia.

Buberl said AXA will be able to bring its new brand promise of self-belief to customers with the new tagline – “Know You Can” and by building on a similar vision and set of values as Liverpool FC. AXA states that it will continue working closely with both the men’s and women’s teams, as well as the club’s managers, coaches, and health professionals, to support the shared goal of promoting well-being and a healthy lifestyle.  

“This new milestone creates further opportunities for our customers, agents and employees in Asia, as well as other members of our local communities, to interact with the Liverpool FC players, coaching and support staff via unique, money-can’t-buy experiences,” Watson said.

“As a world leader in its industry, AXA shares our ambitions and values, and we’ve already shared a lot of success since our partnership began in 2018. We look forward to building on our special relationship and continuing to bring to life fantastic experiences for our fans around the world,” said Billy Hogan, managing director and chief commercial officer, Liverpool FC.