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AXA steps up backing of Liverpool

French insurance company AXA has expanded its association with Liverpool by becoming a principal partner and the new official training kit partner of the English Premier League football club.

The new deal is effective from the 2019-20 season and grants AXA brand exposure on Liverpool’s training kit.

AXA will also continue to work closely with Liverpool’s men’s and women’s teams, managers, coaches and health professionals to support the promotion of healthy well-being and lifestyle.

Thomas Büberl, chief executive of AXA, said: “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.”

AXA first partnered with Liverpool in October in a multi-year, Asia-focused deal that named it as the club’s official global insurance partner.

The initial deal granted rights for AXA to host exclusive mass-participation events with Liverpool in core markets in Asia. AXA also holds hospitality privileges at Liverpool’s Anfield stadium.