AXA has signed on as global insurance partner of English Premier League side Liverpool Football Club on a multi-year deal.
According to a statement by the France-headquartered insurer, becoming a global insurance partner of the 18-time champions of English football is part of its sponsorship strategy to boost its brand visibility and raise its profile among sports fans around the world.
The financial terms of the deal were not revealed.
AXA said that it is planning several events catered to its core markets in Asia, where major football leagues such as the Premier League are enjoying massive growth in followers. The insurer will work closely with the football club’s players, manager, coaches, and health professionals to create relevant content that will help support both organisations’ shared goal of promoting a healthy lifestyle.
“Like us, Liverpool are leaders in their field, renowned for their long and proud history, strong sense of community and relentless pursuit of excellence,” said Thomas Buberl, CEO of AXA. “We therefore look forward towards achieving shared successes, both on and off the field, as we continue to ensure our customers will ‘never walk alone’.”
“As a world-leader in its industry, AXA shares our ambitions and values, which will provide the foundations for a special long-term relationship,” said Billy Hogan, managing director and chief commercial officer of Liverpool FC. “Together we’ll work towards bringing to life really special experiences for our fans around the world.”