AXA and Liverpool FC.
A Perfect Partnership.

‘You’ll Never Walk Alone’ – the anthem at the heart of the Liverpool Football Club’s existence, regularly sung by the passionate Anfield crowd, is arguably one of the most powerful mission statements around.

Those four words also happen to perfectly sum up our mission to become a genuine partner to our customers. We work hard to empower people to live better lives, summed up neatly in our tagline ‘Know You Can’.

Shared vision and values for success.

AXA Official Training Kit Partner of Liverpool Football Club.jpg

We both believe that nothing is impossible, that self-belief is key to getting what you want out of life – whether that’s winning trophies, creating a safe, prosperous environment for your family… or giving our customers the confidence to live their best lives.

We both believe that achieving those goals comes down to three things:

  • Working together to empower people and the wider community
  • Constant improvement through hard graft
  • Earning respect through integrity

So, when we were working on our partnership, we wanted to make sure it reflected these values.

Beyond the training kit.

The partnership between us and Liverpool FC started in 2018 and has gone from strength to strength. In 2018 we became Liverpool FC’s Official Global Insurance Partner, and in 2019 became the Official Training Kit Partner too – a move symbolic of the hard work we’ve been putting in together.

Here’s a taste of how we’re collaborating to deliver our shared vision:

The 'Head Coaches' initiative

Liverpool Football Club Foundation Head Coaches

Both AXA colleagues and staff from the LFC Foundation (the official charity of Liverpool FC dedicated to creating life-changing opportunities for children and young people), took part in a training course to become Youth Mental Health First Aid Champions.


Sophie's story

Liverpool Football Club Ladies on pitch

Sophie Bradley-Auckland is captain of Liverpool FC Woman, a mum and care worker. But in 2014, she suffered a devastating knee injury that took its toll on and off the pitch. Watch her comeback story and see how opening up to those closest can help build mental resilience…

Self-belief comes from within

Liverpool FC players share their inspirational stories and how hard work, dedication and believing in themselves has helped them achieve their dreams with the hope to inspire others.