AXA HK empowers young swimmers with HKSA partnership

AXA Hong Kong and Macau (AXA) has become the principal partner of the Hong Kong Swimming Academy (HKSA), to promote the development of swimming in Hong Kong.

The Hong Kong Swimming Academy was founded in 2018 by Alex Fong (pictured right), a former member of the Hong Kong, China Swimming Delegation. The academy is dedicated to promoting swimming and nurturing promising professional swimmers. HKSA goes beyond teaching swimming techniques, placing strong emphasis on ensuring students enjoy the learning process, build confidence, and develop a positive and proactive mindset.

A spokesperson from AXA told MARKETING-INTERACTIVE that, as a key player in the health insurance industry, the company recognises the vital role it plays in the lives of individuals and communities. AXA's commitment extends beyond traditional insurance services and claims payments, and that this partnership further exemplifies the brand's advocacy for the physical and mental wellbeing of the general public.

This collaboration aims to inspire and nurture the city's next generation of swimming talent while encouraging broader participation in this popular and health-enhancing sport.

The initiative targets individuals of all ages with a passion for swimming, ranging from beginners to experienced swimmers seeking to enhance their techniques, according to the spokesperson. Furthermore, this initiative aligns with AXA's commitment to supporting diverse sports development, empowering young athletes to pursue their dreams, and encouraging active lifestyles within the community – all in pursuit of building a healthier, more vibrant society.

As part of the partnership, the HKSA benefits from a strategic location beside AXA Dreamland, a prominent landmark within GO PARK Sai Sha sponsored by AXA. This advantageous positioning enables the HKSA to amplify the impact of community activities and fosters greater opportunities for promoting fitness.

AXA Dreamland, inaugurated in May 2024, is a flagship indoor multipurpose venue supporting local cultural and arts industries and sports development through medium- to small-scale events and competitions. It serves as a platform for enthusiasts to realise their dreams.

The grand opening aquatic sports day was hosted by the HKSA at GO PARK Sai Sha on 1 May. The lively atmosphere drew in close to 1,000 parents and children to participate and celebrate the event, marking the start of the partnership, and setting the stage for a long-term collaboration between both parties.

To reach a broad audience, AXA has promoted the initiatives through social media as well as its own communications platform. The strategy includes engaging families on Facebook with informative posts, highlighting swimming activities and success stories on Instagram, and connecting with professionals in sports development on LinkedIn.

According to the spokesperson, these initiatives embody AXA's marketing strategy of empowering the next generation of athletes and align with its brand spirit of "Know you can," promoting resilience, health, and wellbeing among young swimmers.

Looking ahead, the spokesperson said this long-term collaboration includes brand exposure within the HKSA and presents many future partnership opportunities, paving the way for impactful community engagement.

Over the years, AXA has long been an active supporter of sports development. It has launched various initiatives to cultivate young sporting talents across different sectors and promote public wellness, such as the initiative of becoming the official global training partner of Liverpool FC in 2018.

Angela Wong (pictured left), chief marketing and customer officer, AXA Hong Kong and Macau, said, "AXA has always been advocating our brand spirit of 'Know You Can', striving to be a reliable partner who helps our customers feel more confident in achieving their goals. We firmly believe that everyone has the potential to push beyond their limits and achieve excellence, a philosophy that aligns perfectly with the Hong Kong Swimming Academy."

"Through this collaboration, we aim to promote an active and healthy lifestyle among young people, support the development of local swimming, and help Hong Kong's young athletes shine on the world stage. We are convinced that sports not only enhance physical and mental well-being but also foster positive social development," Wong added.

Alex Fong (pictured right), founder of the Hong Kong Swimming Academy, said, "We are delighted to partner with AXA to create more opportunities for young swimmers in Hong Kong and help them achieve their dreams. GO PARK Sai Sha is Sun Hung Kai Properties' largest integrated development in recent years, combining sports, entertainment, dining, and leisure activities in its sports and commercial complex."

"Our establishment of a swimming academy at GO PARK Sai Sha not only provides a dedicated training venue for swimming enthusiasts in the area but also offers comprehensive facilities. More importantly, this location brings together the strengths of numerous sports associations and professional schools, making it an ideal platform to promote sports for all," he added.

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