As part of their sponsorship of Liverpool FC, AXA wanted to create content that showed the hard work behind the scenes that produces success on the pitch, celebrating the power of preparation with ‘The Team Behind the Team’. Requesting a name known for light-hearted appeal and affinity with football, BEYOND secured TV presenter Paddy McGuinness. The team produced five episodic short-form content edits, featuring club members focussed on psychology, nutrition, and resilience — combined with some heart-warming supporters’ stories, and bolstered by social posts from Paddy.


After contracts were signed, the media team negotiated a significant media partner and usage of the talent assets outside of the agreed scope. BEYOND leveraged our relationship with the management team to negotiate increased usage at a reduced fee, to ensure the paid-for activity could commence.