Insurance company AXA has announced its sponsorship of Liverpool Football Club to boost its global brand visibility.
The company will now be creating content with Liverpool’s players, manager and coaches to promote a healthy lifestyle and ultimately appeal to AXA’s brand purpose of empowering people to live a better life.
The partnership also means football supporters in Asia will be able to attend exclusive events that will take place in AXA’s core markets, with the opportunity to get closer to the team.
Gordon Watson, CEO of AXA in Asia added: “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 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, MD and CCO at Liverpool FC said they were happy to welcome AXA as it celebrates its tenth year as the number one insurance brand.
“As a world leader in its industry, AXA shares our ambitions and values, which will provide the foundations for a special long-term relationship,” he said. “Together we’ll work towards bringing to life really special experiences for our fans around the world.”
Football has been a popular area for sponsorship for B2B brands. Screwfix recently partnered with the Football League. Last year, Manchester City and Wix launched a campaign while Western Union became the first–ever official shirt sleeve sponsor.
