“Our partnership with Liverpool Football Club shows how the AXA brand has been reinvented”
Since 2016, the AXA Group has undergone a profound transformation to refocus on its insurance business and better meet the needs of customers. The new strategic ambition – "From payer to partner" – called on the brand to do the same. To transform itself. To reinvent itself. A symbol of this cultural change: the partnership with Liverpool Football Club. Virginie Berçot, Global Brand Director at AXA, tells us more about sports sponsorships and our collaboration with this legendary football club.