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“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”.
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