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AXA ties long-term partnership with Liverpool FC as its official global insurance partner

English Premier League legends Liverpool Football Club (Liverpool FC) appointed AXA as the club’s official global insurance partner.

Building on their shared values, AXA and Liverpool FC will create innovative experiences for clients, partners and fans in Asia, as well as making meaningful contributions to the local communities in which they both operate, said in the press release.

They will host various exclusive mass participation events that will take place in AXA’s core markets within the region, offering opportunity for fans to get closer to the team.

Working closely with Liverpool FC’s players, manager, coaches and health professionals, AXA will also create unique and relevant content that will help support the shared goal of promoting a healthy lifestyle, delivering on the AXA brand purpose of empowering people to live a better life.

The partnership is expected to provide global brand visibility and raise AXA’s profile among sports fans around the world.

Gordon Watson, CEO of AXA in Asia added, “Liverpool FC is one of the most illustrious names in the world of sport, with a huge and fiercely loyal following across Asia. Not only will this partnership create new opportunities for our customers, agents, employees and members of our local communities to interact with players from both the men’s and women’s teams, but it will also allow us to leverage the expertise of Liverpool FC’s world-class professional health experts and academy coaches to provide unique, money-can’t buy experiences.”  

The long-term partnership came after Interbrand announced AXA ranked number one insurance brand for the 10th year in a row, said Thomas Buberl, CEO of AXA. “Like us, Liverpool are leaders in their field, renowned for their long and proud history, strong sense of community and relentless pursuit of excellence. We look forward towards achieving shared successes, both on and off the field, as we continue to ensure our customers will ‘never walk alone’.”

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