AXA is LFC principal partner

Liverpool FC has announced that AXA, the world’s leading insurance brand, has been appointed Principal Partner and the club’s new Official Training Kit Partner for the 2019/20 season.To launch the new partnership, Liverpool FC and New Balance have revealed the new collection of training apparel, which will feature AXA branding throughout the range.

The New Balance collection includes warm up jackets, hoodies and sweatshirts, amongst other products, and is available in both adult and children’s sizes. Designed in grey and red pepper and just like the 2019/20 home kit, each product has been inscribed with Bob Paisley’s iconic signature on the inside, paying homage to the Reds’ most successful manager in the year in which he would have turned 100.

The Reds will begin training in the new AXA training kit this summer ahead of the 2019/20 season.

Billy Hogan, Managing Director and Chief Commercial Officer, Liverpool FC, said: “We’re delighted to be expanding our partnership with AXA to see them become a Principal Partner and new Official Training Kit Partner.

“As a world-leader in its industry, AXA shares our ambitions and values, and we’ve already shared a lot of success since our partnership began in 2018. We look forward to building on our special relationship and continuing to bring to life fantastic experiences for our fans around the world.”

AXA will also continue working closely with the club’s men’s and women’s teams, managers, coaches and health professionals to support the shared goal of promoting healthy well-being and lifestyle. This is in line with AXA’s global tagline ‘Know You Can’ which symbolizes AXA’s new promise to its customers, being an encouraging partner to help them feel more confident in achieving their goals and go further.

Thomas Buberl, Chief Executive Officer at AXA added: “We’re excited by this new important step in our partnership with Liverpool Football Club that started in 2018.

“Featuring the AXA logo on the Liverpool FC training kit is a great symbol of our strong ambition to strengthen the AXA brand consideration globally.

“By building on our similar values and vision with Liverpool FC, we will also be able to bring to life our new brand promise to our customers on self-belief with the tagline: ‘Know You Can’

The training kit range is available to purchase in store and online at

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