AXA promotes holistic wellness in HK via LFC partnership

As the official global training partner of Liverpool FC (LFC), AXA Hong Kong and Macau (AXA) has promoted holistic wellness through the LFC Hong Kong Tour and a series of football initiatives, which sparked widespread excitement across the city.

The initiatives, timed with LFC’s highly anticipated friendly against AC Milan on 26 July, underscored the shared commitment of AXA and the club to promoting wellbeing, encouraging healthy lifestyle, and supporting progress for LFC fans and AXA customers alike. The partnership also aligns with AXA’s broader mission to "act for human progress by protecting what matters."

The tour activation began on 22 July with an exclusive meet-and-greet session featuring LFC players and legends, offering AXA staff and guests firsthand insights into the team’s ethos of resilience and achievement. This kickoff set the tone for a series of initiatives that brought the spirit of football to the wider community, reflecting AXA’s commitment to sharing joy and passion and fostering community bonds with sports.

Following that, the AXA x Liverpool FC Soccer Clinic took place at AXA Dreamland in GO Park Sai Sha on 24 July, marking its second year. In collaboration with non-profit social service organisation St. James' Settlement, the event engaged nearly 100 children from diverse backgrounds, including underprivileged communities.

Meanwhile, the event featured exclusive appearances by LFC legends Lucas Leiva and Niamh Fahey, who shared personal stories to inspire young participants. Set in a vibrant and inclusive environment, the activity celebrated the fun of sport, the values of teamwork and resilience, inspiring healthier lifestyles for all.

As the Diamond Sponsor of the Hong Kong Football Festival 2025, AXA distributed over 100 tickets for LFC’s open training session on 24 July to underprivileged children and their families through partnerships with Caritas Hong Kong and St. James’ Settlement. This opportunity fostered connection and inspired young fans, highlighting the values of teamwork and resilience.

Angela Wong, chief marketing and customer officer, AXA Hong Kong and Macau, said, "We are proud to serve as the global training partner of LFC, sharing a common vision rooted in passion, perseverance, and success. Building on the Club’s Hong Kong Tour this Summer, we are delighted to create meaningful football experiences that are accessible to all in Hong Kong.”

“These initiatives reflect the true spirit of our partnership - bringing together people of all ages and backgrounds through the universal language of sport, perfectly exemplifying AXA’s 'Know you can' spirit and our brand promise - encouraging the public to push beyond their limits and unlock new possibilities. At AXA, we believe sport is a powerful catalyst for building confidence, fostering inclusion, and promoting holistic well-being. AXA remains committed to empowering individuals to live better, healthier lives and to fostering a more inclusive, connected society - one goal at a time," Wong added.

MARKETING-INTERACTIVE has reached out to AXA for more information.

Don't miss: Liverpool hosts open training session ahead of HK friendly against AC Milan

LFC's 10-day Asia tour during the 2025 pre-season featured a 29-man squad, including all major new signings such as German international Florian Wirtz, Jeremie Frimpong, and Milos Kerkez.

It marked LFC’s first appearance in the city in eight years, with the team last playing in Hong Kong in 2017. During their stay, the team balanced training commitments with commercial obligations, further strengthening their ties to the region.

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