The “AXA-Liverpool FC Partnership” Story

“You’ll Never Walk Alone” and “Know You Can”, two wonderfully-connected promises and mission statements, of Liverpool Football Club & AXA – respectively – tell a story of empowerment on a journey paved with self-belief, destined to reach “the best version you can get out of life”.

The Partnership kicked off in 2018, supporting the common goal of promoting well-being, a healthy lifestyle and supporting progress to Liverpool FC fans and our customers, in line with our brand purpose: Act for human progress by protecting what matters.

In the 2019/2020 season, Liverpool FC announced AXA as the Principal Partner and the club’s new Official Training Kit Partner and in 2020/21 AXA expanded the agreement further to incorporate naming rights to the AXA Training Centre.

Within the 9,200 sqm state-of-the-art AXA Training Centre, based in Kirkby, the club’s youth and First Team football operations come together, to create a pathway of improvement, progress and success, complementing our values of helping people to go further through our tagline: ‘Know You Can’. Watch the video.

Geared with the shared vision and mission with LFC, AXA is committed towards continuously partnering on their journey of protection.