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AXA looks to Asian market in new Liverpool FC deal

French insurance firm AXA has signed a new partnership with Liverpool FC, focused on the brand’s Asian market.

Under the multi-year deal, AXA will become the club’s Official Global Insurance Partner.

The deal will provide AXA with global brand visibility and raise AXA’s profile among sports fans, particularly in Asia, where Liverpool FC has a huge following.

The deal includes rights for AXA to host exclusive, mass participation events with Liverpool FC in AXA’s core markets in Asia, where fans will have the opportunity to meet players and get closer to the team.

AXA will also gain hospitality privileges at Anfield stadium, and will create digital content with Liverpool FC players, coaches and health professionals, focused on promoting a healthy lifestyle.

Earlier today, AXA was named as the number one insurance brand for the 10th consecutive year at the Best Global Brand awards, hosted by Interbrand.

For more on Liverpool FC’s main sponsor deal with Asian-facing banking firm Standard Chartered, see our analysis here.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.