AXA Hong Kong and Macau has wrapped up a series of football-related events in connection with Liverpool FC’s recent tour of Hong Kong, part of its ongoing global partnership with the English Premier League club.
The insurer also introduced a cross-border healthcare initiative aimed at improving access to medical services for policyholders across Hong Kong and Mainland China.
The football initiatives were part of AXA’s broader strategy to encourage community engagement, healthier living, and inclusive participation through sport.
AXA has been Liverpool FC’s Official Global Training Partner since 2018, a collaboration that the insurer says aligns with its brand purpose of supporting progress and protecting people’s well-being.
On July 22, AXA hosted a meet-and-greet session in Hong Kong with Liverpool FC first-team players and club ambassadors.
Attendees included German midfielder Florian Wirtz and Dutch right-back Jeremie Frimpong – both recent transfers to the club – as well as former goalkeeper Jerzy Dudek.
The event provided AXA staff and guests an opportunity to engage with the players and hear about their professional journeys.
Two days later, AXA held its second AXA x Liverpool FC Soccer Clinic at GO Park Sai Sha, in collaboration with local NGO St. James’ Settlement. Nearly 100 children from a range of socioeconomic backgrounds took part.
Former Liverpool players Lucas Leiva and Niamh Fahey led the clinic, teaching basic football skills and discussing their own experiences in the sport.
Angela Wong, chief marketing and customer officer at AXA Hong Kong and Macau, said the company aimed to deliver meaningful football experiences that bring people together.
“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,” she said.
In its role as Diamond Sponsor of the Hong Kong Football Festival 2025, AXA distributed more than 100 tickets to Liverpool FC’s open training session on July 24.
The tickets were provided to children and families served by Caritas Hong Kong and St. James’ Settlement.
The session gave participants a chance to see professional training up close, reinforcing the initiative’s goal of using sport as a vehicle for inclusion and inspiration.
These activities concluded AXA’s community-focused programming around the Liverpool FC tour, which sought to integrate the insurer’s wellness goals with local outreach.
In addition to its sports-linked campaigns, AXA also launched a new health management offering aimed at easing access to medical services across the Hong Kong–Mainland China border.
The platform, called “AXA Health Concierge,” includes a “Green Medical Pass” that provides priority access to more than 2,000 healthcare professionals, including 500 physicians across 30 specialties.
The service is designed to address lengthy wait times in Hong Kong’s public healthcare system, where some specialist appointments exceed two years, according to local health data.
The concierge service enables policyholders to navigate appointments, referrals, and consultations more efficiently in both jurisdictions.
