AXA and Liverpool FC
Success Begins Off the Pitch

‘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’.

We have a shared vision and values for success, we 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.

After becoming league Champions, we spoke to Curtis Jones, Virgil van Dijk and Alex Oxlade-Chamberlain about how self-belief helped fuel their success.

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:

AXA proud Official Training Kit sponsor
of Liverpool FC

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

The '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.

Secrets behind succcess

We sat down with Jürgen Klopp, Pep Lijnders and Peter Krawietz to get their thoughts on player management and to ask about their vision and values for success.

Self-belief comes from within

“Everyone believed in me. Because they believed in me, I believed in myself.” We spoke to Trent Alexander-Arnold, Liverpool FC footballer, about his aspirations and how self-belief has helped realize his dreams.

Virgil van Dijk passing ball
James Milner and Alex Oxlade-Chamberlain talking tactics
James Milner and Virgil van Dijk running against mountain backdrop