AXA has been named as the new Liverpool FC’s official training kit partner for 2019/20 season. This partnership is cemented in AXA’s new brand promise: Know You Can.
To launch the new partnership, AXA branding will feature on the Reds’ new collection of New Balance training apparel next term.
Thomas Buberl, CEO of AXA, “We’re excited by this new important step in our partnership with Liverpool FC that started in 2018. To have the AXA logo feature on the Liverpool training kit is a great symbol of our strong ambition to strengthen the AXA brand awareness globally. By building on our similar values and vision with Liverpool, we will also be able to better spread our new promise to our customers on self-belief with the tagline: Know You Can.”
“Like us, Liverpool are a global and iconic brand, and leaders in their field, renowned for their long & proud history, strong sense of community and relentless pursuit of excellence. What makes me really excited about this partnership is that our purpose is very much the same, we look forward towards achieving shared successes, as we continue to ensure our customers will ‘Never Walk Alone’,” said Thomas Buberl.
Billy Hogan, managing director and chief commercial officer at Liverpool FC, said, “We’re delighted to be expanding our partnership with AXA to see them become a principal partner and new official training kit partner.”
“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.”
AXA and Liverpool FC will continue working closely with the club’s men’s and women’s teams, manager, coaches and health professionals to support the shared goal of promoting healthy well-being and lifestyle.