Disznókő vineyard
Disznókő vineyard
Watching a Liverpool–Newcastle match at Anfield would be a thrill for most football fanatics, even if they are fans of neither team. The away team scored the first goal before the Reds stormed back with four goals, clinching their first victory in a month.
"I'm glad to see Liverpool coming back after not winning a single game in the past month," said Knattapisit Krutkrongchai, chief executive of Krungthai-AXA Life.
Holder of 20 English Premier League titles and six UEFA Champions League trophies, Liverpool now sits in sixth place in England's top-tier competition, behind its archrival Manchester United in fourth.
"I hope Liverpool finishes the season in the top four so the team can play in the Champions League next season," said Mr Knattapisit, who was named the first Thai chief executive of the Thai joint venture of the French insurer about a year ago.
AXA, the joint venture partner of Krungthai Bank in Thailand's insurance industry, began its partnership with Liverpool FC in 2018 when it joined the club as its official insurance partner. In 2019, AXA's role expanded, becoming Liverpool FC's principal partner and official training kit partner. This deeper involvement signified AXA's growing commitment to supporting both the men's and women's teams.
A significant milestone arrived in 2020 when AXA secured the naming rights for the state-of-the-art AXA Training Centre in the English town of Kirkby, demonstrating their dedication to nurturing future generations of footballing talent.
The most recent chapter unfolded in 2023, when AXA secured the naming rights to the AXA Melwood Training Centre, the new home of Liverpool FC Women. This move further solidified its commitment to women's football, and with it, AXA became the club's official global training partner for both teams.
Krungthai-AXA Life Insurance leverages its partnership with Liverpool FC, which has roughly 5 million fans in Thailand, through high-engagement, fan-centric marketing campaigns to boost brand visibility.
AXA's partnership with Liverpool FC provides exclusive, money-can't-buy experiences for AXA's insurance customers and partners, said Bubphawadee Owararinth, chief marketing officer at Krungthai-AXA Life Insurance.
Key initiatives include the "Get Lucky to England" campaign, the "KTAXA Know You Can Football Youth" academies, exclusive watch parties and meet-and-greets with club legends to build brand loyalty.
"AXA's partnership with Liverpool FC provides exclusive experiences for AXA's insurance customers and partners, including VIP trips to Anfield. This year, lucky customers will travel to watch a match between Liverpool and Chelsea in May," she said.
Other perks include participation in the KTAXA Exclusive Watch Party, the sixth year of the KTAXA Know You Can Football Youth (U15) academy, and the KTAXA x LFC Football Clinic in collaboration with LFC International Academy Thailand.
Mr Knattapisit said AXA's "Know You Can" brand promise aligns with Liverpool FC's "You'll Never Walk Alone" vision.
"That has made AXA Group a key partner and official training kit sponsor of the club since 2018, and we will continue to strengthen this partnership."
WINE CONNECTION
In addition to sport, AXA Group has also placed importance on supporting culture and the arts. So far, the French group has invested in vineyards and wine production in seven countries, including Hungary in central Europe.
Situated at the heart of Hungary's historic Tokaj region, Disznóko was owned by influential aristocratic families before AXA Millésimes acquired the estate in 1992, becoming one of the foreign investors to enter the wine region.
Established in 1413, Disznóko is best known for its sweet wines and white varieties and is consistently ranked among the world's best vineyards (No. 63 in 2025 and No. 67 in 2024).
"Wine remains popular in Europe, particularly in France, where AXA is headquartered," said Ms Bubphawadee. "Wine and vineyards are among the important long-standing traditions in France and other parts of Europe."
The winery is also part of AXA's sustainability efforts, linking the brand with farmers by forming projects and partnerships so that communities can become sustainable on their own, she added.
PATRON OF THE ARTS
Since 2003, AXA has been a founding patron of the Louvre Museum. Spanning nearly 20 years, the partnership has been characterised by a dynamic acquisitions policy.
As a patron, AXA funds the acquisition of artworks to enrich French heritage with masterpieces, which are notably made available to the Louvre Museum. AXA's policy focuses mainly on acquiring exceptional pieces classified as national treasures.
This year, AXA is supporting the refurbishment of the Byzantine trail, which will span 2,200 square metres in the Denon Wing. The Louvre Museum in Paris is the world's largest art museum and one of the most visited cultural landmarks.
AXA is one of the museum's key partners, and AXA employees have access to the museum through these partnerships by simply showing their employee ID cards.
AXA also supported the restoration of Notre Dame Cathedral in Paris with a budget of over €10 million following the 2019 fire. Helping to restore iconic cultural sites, especially those in Paris such as Notre Dame, ensures they remain sources of inspiration and education, she said.
Those efforts reflect AXA's global commitment to preserving heritage and advancing cultural progress.
"All of these projects and collaborations reinforce the commitment of Krungthai-AXA Life Insurance and the AXA Group to providing ongoing care and growing sustainably together with society in all aspects," Ms Bubphawadee noted.
A winery in Hungary is part of AXA's sustainability efforts, linking the brand with farmers by forming partnerships so communities can thrive.
A winery in Hungary is part of AXA's sustainability efforts, linking the brand with farmers by forming partnerships so communities can thrive.
A winery in Hungary is part of AXA's sustainability efforts, linking the brand with farmers by forming partnerships so communities can thrive.
Mr Knattapisit and Ms Bubphawadee pose for a photo on the pitch at Anfield ahead of the game between Liverpool and Newcastle United on Jan 31, 2026.
Mr Knattapisit and Ms Bubphawadee pose for a photo on the pitch at Anfield ahead of the game between Liverpool and Newcastle United on Jan 31, 2026.