Liverpool FC Returns to Asia: Hong Kong Leads Region-Wide Celebration of Football and Beer
HONG KONG, July 17, 2025 /PRNewswire/ — As Liverpool FC kicks off their 2025 Pre-Season Tour in Asia, Carlsberg Asia is rolling out a region-wide campaign to commemorate one of soccer’s most iconic partnerships. With Hong Kong at the center, the campaign brings together fans, customers, and partners for a shared experience of passion, purpose, and celebration – all rooted in the enduring legacy between Carlsberg and Liverpool FC.
Building on a global partnership spanning over three decades, the campaign covers seven Carlsberg Asia markets: Cambodia, Mainland China, Hong Kong, Malaysia, Myanmar, Singapore, and Vietnam. Across the region, Carlsberg is offering engaging experiences and exclusive promotions through both on-premise and off-premise channels. They’re also launching a limited-edition Miracle Can, inspired by the club’s legendary 2005 comeback in Istanbul.
Arindam Varanasi, Commercial Vice President of Carlsberg Asia, commented: “Our long-standing partnership with Liverpool FC provides a powerful platform to connect with consumers across Asia. This campaign isn’t just about visibility – it’s about creating unique value for our customers, distributors, and retail partners while giving fans a chance to be part of something special. By bringing this moment to life in a way that resonates across markets, we’re driving growth in Asia by boosting our commercial impact and deepening the emotional connection consumers have with our brands.”
In Hong Kong, the celebration reaches its peak as Liverpool FC takes on AC Milan on July 26, a rematch of the unforgettable 2005 UEFA Champions League Final. From July 22 to 26, the Avenue of Stars in Tsim Sha Tsui will transform into a Walk of Fame honoring Liverpool FC’s rich history and culture. The experience will showcase visual tributes to the club’s 20 league titles, creative nods to the iconic Shankly Gates, and Carlsberg x Liverpool FC installations that blend the brand’s hop leaf with the Liver Bird.
A Carlsberg-branded sailboat will also cruise through Victoria Harbour, offering fans a floating tribute and a stunning backdrop to this summer’s soccer fever. On July 25, the celebration continues in Lan Kwai Fong, where Carlsberg will host a Reds-themed street party featuring music, atmosphere, and ice-cold Carlsberg beer.
Jeff Chong, Director of International Premium Brands at Carlsberg Asia, added: “This is a proud moment for everyone at Carlsberg Asia. While each market engages differently, we’re united in our passion for soccer and our commitment to bringing fans closer to the game. Lucky winners will have the chance to travel to Hong Kong for the match or enjoy an unforgettable experience in Liverpool. It’s exciting to see how this global partnership continues to inspire local experiences and connect people through something they truly love.”
As The Reds return to Asia, Carlsberg invites fans across the region to raise a glass, relive the legacy, and enjoy this soccer season the Carlsberg way.
About Carlsberg Asia
Founded in 1847 by brewer J.C. Jacobsen, the Carlsberg Group is one of the world’s leading brewery groups, with an impressive portfolio of beer and other beverage brands. With over 37,000 employees and a presence in more than 125 markets, the Group is committed to brewing for a better today and tomorrow. This commitment to responsible and sustainable business practices drives their efforts to deliver value for shareholders and society.
Carlsberg Asia is a dynamic and diverse region comprising eight operating markets: Cambodia, Mainland China, Hong Kong, Laos, Malaysia, Myanmar, Singapore, and Vietnam. The region boasts 34 breweries and employs approximately 12,000 people across these Asian markets. The Asia Regional Office is headquartered in Hong Kong.
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