AXA seals position as a principal partner of Liverpool FC

Tie-up features insurer’s branding within new training kit

AXA seals position as a principal partner of Liverpool FC

Insurance News

By Terry Gangcuangco

The Reds will be donning a new range of training apparel as major insurer AXA is named not only a principal partner but also Liverpool FC’s new official training kit partner from the 2019/20 season.

Available in adult and children’s sizes, the freshly launched New Balance line includes warm-up jackets, hoodies, and sweatshirts that feature AXA branding as well as the iconic signature of Bob Paisley – the team’s most successful manager who would have turned 100 in January.

“We’re excited by this new important step in our partnership with Liverpool Football Club that started in 2018,” commented AXA chief executive Thomas Buberl. “Featuring the AXA logo on the Liverpool FC training kit is a great symbol of our strong ambition to strengthen the AXA brand consideration globally.

“By building on our similar values and vision with Liverpool FC, we will also be able to bring to life our new brand promise to our customers on self-belief with the tagline: ‘Know You Can’.”

The club will begin training in the new AXA training kit this summer. Meanwhile fans can now pre-order their own training apparel ahead of May 09, the date the new grey and red pepper collection will be rolled out in stores and online.

“We’re delighted to be expanding our partnership with AXA to see them become a principal partner and new official training kit partner,” said Liverpool FC managing director and chief commercial officer Billy Hogan (pictured, second from right).

“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.”

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