Carlsberg Asia Stirs Up Supporters Across the Continents in Unity with Liverpool Football Club
**Carlsberg Asia and Liverpool FC Collaborate for Exciting Pre-Season Tour Activations**
Carlsberg Asia is set to bring football fever to Hong Kong with an exciting collaboration with Liverpool Football Club (LFC) for their 2025 Pre-Season Tour. The regional campaign aims to create value for customers and offer fans a special experience, as announced by Arindam Varanasi, Commercial Vice President of Carlsberg Asia.
The heart of the action will be the Avenue of Stars in Tsim Sha Tsui, which will be transformed into a "Walk of Fame" from July 22 to 26. This fan zone will pay tribute to LFC's rich history and culture, featuring visual tributes to the team's 20 league titles, creative nods to the Shankly Gates, and Carlsberg x Liverpool FC installations.
One of the highlights of the Walk of Fame is a photo-worthy installation, a "CHAMPIONS" lightbox, commemorating Liverpool FC’s 20th league title. Another noteworthy feature is a photo wall, featuring Carlsberg’s signature hop leaf blended with Liverpool red, along with elements like the Shankly Gates from Anfield and the club’s iconic slogan, "You’ll never walk alone."
In addition to the Walk of Fame, a branded sailboat will cruise through Victoria Harbour, offering fans a floating tribute and a striking backdrop to the football fever. There may even be surprise appearances by LFC legends onboard.
To further engage fans, Carlsberg is organising a series of events during LFC's 2025 Pre-Season Tour in Hong Kong. On 25 July, Carlsberg will host a Reds-themed street party in Lan Kwai Fong filled with music, atmosphere, and ice-cold Carlsberg beer.
The regional campaign spans seven Carlsberg Asia markets: Cambodia, Mainland China, Hong Kong, Malaysia, Myanmar, Singapore, and Vietnam. Jeff Chong, Director of International Premium Brands at Carlsberg Asia, expressed his excitement about the global partnership's local experiences and fan connections.
Carlsberg Asia is a dynamic and diverse region with 8 operating markets and 34 breweries, employing approximately 12,000 people across Asia. The Carlsberg Group, established in 1847 by J.C. Jacobsen, is one of the leading brewery groups in the world, with a presence in over 125 markets. The Group's purpose is to brew for a better today and tomorrow, focusing on doing business responsibly and sustainably.
On 26 July, Liverpool FC will face AC Milan in Hong Kong, a rematch of the 2005 UEFA Champions League Final. The Asia Regional Office for Carlsberg is based in Hong Kong, and the Carlsberg Group employs over 37,000 people worldwide. The campaign includes engaging experiences, exclusive promotions, and a limited-edition Miracle Can inspired by Liverpool FC's 2005 comeback in Istanbul.
Footnote: [1] Arindam Varanasi, Commercial Vice President of Carlsberg Asia. [2] Jeff Chong, Director of International Premium Brands at Carlsberg Asia. [3] Carlsberg Asia is a dynamic and diverse region with 8 operating markets and 34 breweries, employing approximately 12,000 people across Asia.
At the heart of Carlsberg Asia's collaboration with Liverpool Football Club during the 2025 Pre-Season Tour, a fan zone called the "Walk of Fame" will be established on the Avenue of Stars. This area will celebrate LFC's history, including visual tributes to their 20 league titles and creative nods to the Shankly Gates.
Excitement can also be found on July 25, when Carlsberg will host a Reds-themed street party in Lan Kwai Fong, filled with music, atmosphere, and ice-cold Carlsberg beer, creating a perfect setting for football enthusiasts to enjoy their favorite sports, soccer, and especially, football, the beautiful game played by Liverpool FC.
