AXA and Liverpool FC 

‘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 partner to our customers. We work hard to support our customers so that they can feel confident, 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.

AXA Training Centre

In October 2020, we strengthened our partnership with Liverpool Football Club by becoming the Club’s Official Training Partner and securing the naming rights to Liverpool FC's Training Centre.

Since beginning our partnership in 2018, we have been striving to support the common goal of promoting well-being, a healthy lifestyle and supporting progress, in line with our purpose: Acting for human progress by protecting what matters.

The AXA Training Centre, based in Kirkby, brings together the club’s youth and First Team football operations on one site. The state of the art 9,200sqm facility incorporates two gyms, a full-size sports hall, a pool, a hydrotherapy complex, and specialist sports rehabilitation suites creating a world-class facility that forges a pathway of improvement, progress and success. This culture and belief truly complement our values of helping people to go further through our tagline: ‘Know You Can’.

Go behind the scenes at the AXA Training Centre with a guided tour by Liverpool FC Midfielder, Alex Oxlade-Chamberlain.

The Team Behind The Team

AXA and Liverpool FC share the belief that success begins off the pitch. This is why we are Liverpool FC's Official Training partner, because we know that what happens behind the scenes, from nutrition to physiotherapists, everyone has an important role to play in training for success.

Paddy McGuinness gets put through his paces by Liverpool FC First Team Fitness Coach Conall Murtagh to understand how science and data is used in LFC training sessions. Conall reveals how fast Paddy can run and which speedy LFC player hit 36.6kph last season.


Ahead of the fans returning to Anfield, superfan Joanne talks to Paddy McGuinness about how fans are part of the team behind the team. Plus, a special guest makes a surprise appearance.

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 FC's Official Global Insurance Partner, in 2019 we became the Official Training Kit Partner and in 2020 we uplifted our partnership to Official Training Partner – 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 partner to 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’ initiative

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.

The importance of self-belief

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.

James Milner wearing his AXA sponsored training kit
Liverpool Football Club players wearing their AXA sponsored training kit
Liverpool Football Club women's player in training wearing their AXA sponsored training kit