The AXA logo on the Liverpool training shirt has not gone unnoticed. With the resumption of the English Premier League, photos and videos of players at training are quickly shared on the social networks. It should be noted that the Liverpool FC Facebook page has nearly 35 million followers while more than 12 million people follow the club on Twitter. As a reminder, Liverpool is the last winner of the Champions League (European Club's Cup).
With this sponsorship, AXA intends to gain notoriety, mainly in Asia where the English Premier League is very popular. The insurer is increasingly relying on sport to reinforce the visibility of its brand. In May 2019, the French group launched an advertising campaign with the women's tennis star Serena Williams [4].
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