Liverpool FC: AXA activates its partnership with a campaign aimed at building mental resilience

The French insurance company AXA has activated its partnership with Liverpool FC (Premier League) through the launch of the "Sharing Makes Us Stronger" campaign, which aims to strengthen mental resilience, according to the English club on 03/10/2019.

AXA extended its partnership and became a training kit shirt sponsor of Liverpool FC's men's and women's teams for the 2019-20 season, on 03/05/2019. This represents a fourth level partnership in the sponsorship hierarchy of Liverpool FC, while the insurance company was previously a "global insurance partner" (fifth level) since October 2018.

"In the first UK initiative since the insurer became a principal partner of the club, the two are joining forces to promote the power of sharing and support from the people around us. The campaign is based on the real stories of four people, including Bradley-Auckland, who experienced difficulties with their mental health and the relief that came from sharing these feelings with friends and loved ones," said Liverpool FC.

• In total, four videos will be shared as part of this campaign by AXA …