Axa “reignites” Sponsorship Strategy With Lfc Deal
French-based insurance giant AXA has announced a major new partnership with Premier League side Liverpool FC, in a move that the brand says marks the “reignition” of its global sponsorship strategy.
The multi-year deal, which will see AXA become Liverpool’s Official Global Insurance Partner, is particularly focused on the Asian market. It includes a number of exclusive mass participation and fan events that will take place in AXA’s core markets in the region.
The announcement represents a significant return for AXA within top-tier English football, following its heavy investment with the FA at the turn of the century, including as the presenting partner of the FA Cup.
AXA says the new partnership is aimed at driving the brand’s visibility among sports fans worldwide.
It plans to work with Liverpool FC to 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.
In particular, the brand will seek to support a shared goal of promoting a healthy lifestyle, delivering on the AXA brand purpose of “empowering people to live a better life.”
Commenting on the agreement, Gordon Watson, CEO of AXA in Asia, said: “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.”
Billy Hogan, managing director and chief commercial officer of Liverpool FC, added: “We are very happy to welcome such a prestigious and ambitious brand to our football family as our newest global partner and our Official Insurance Partner.
“As a world-leader in its industry, AXA shares our ambitions and values, which will provide the foundations for a special long-term relationship. Together we’ll work towards bringing to life really special experiences for our fans around the world.”
Liverpool FC currently sits second on goal difference in the Premier League.
