Carlsberg pays tribute to Liverpool FC The Reds with branded sailboat

As The Reds return to Asia for their 2025 Pre-Season Tour, Carlsberg, Liverpool FC’s long-term official partner, has unveiled a branded sailboat as part of the fan-forward activations in Hong Kong, transforming iconic locations into rallying grounds for The Reds.  

The sailboat will cruise through Victoria Harbour from 22 July to 26 July. Dressed in Carlsberg’s hop leaf and Liverpool FC’s Liver Bird, the sailboat will offer fans a unique chance to capture the perfect summer football moment. Lucky visitors may even catch a surprise appearance from Liverpool FC legends onboard. 
 
At the centre of the celebrations is the “Walk of fame” exhibition along the Tsim Sha Tsui promenade. From 22 July to 26 July, the Avenue of Stars will transform into a fan zone, paying tribute to Liverpool FC’s legendary legacy and vibrant fan culture. The space will feature multiple photo-worthy installations, including a “CHAMPIONS” lightbox to commemorate Liverpool FC’s 20th league title.  

Another highlight is the photo wall featuring Carlsberg’s signature hop leaf, blending Carlsberg green and Liverpool red, alongside elements such as the Shankly Gates from Anfield and the club’s iconic slogan, “You’ll never walk alone,” symbolising the enduring partnership between Carlsberg and Liverpool FC. 
  
The excitement continues in Lan Kwai Fong, where Carlsberg will host a street party on 25 July. The Central nightlife district will be transformed into a Reds-themed celebration zone with Carlsberg beer flowing. 

The target audience for this campaign includes sports enthusiasts, particularly Liverpool FC fans, who are excited about the Pre-Season Tour, said a spokesperson from Carlsberg in conversation with MARKETING-INTERACTIVE. "This group spans a diverse demographic, including both locals and international visitors who appreciate high-energy sporting events. Additionally, the campaign aims to engage social and active individuals who frequent bars, hotels, restaurants, and clubs, seeking vibrant social experiences."
  
Liverpool FC will face off against AC Milan in a rematch of the iconic 2005 UEFA Champions League final. Carlsberg rallies all the fans of The Reds in the city to unite and witness this match, infusing every cheer with energy and passion. 
 
To engage a wider audience, visitors can also take part in the “Forever a miracle forever fans” lucky draw for a chance to win a trip to Liverpool in England with an exclusive Liverpool FC match experience.

Arindam Varanasi, commercial vice president, Carlsberg Asia, said: “Our long-standing global partnership with Liverpool FC gives us a powerful platform to connect with consumers across Asia. This campaign is about more than just visibility, it is about creating differentiated value for our customers, distributors, and retail partners while giving fans the chance to be part of something special. By bringing this moment to life in a way that resonates across markets, we are accelerating growth in Asia by strengthening our commercial impact and deepening the emotional connection consumers have with our brands.”   

Jeff Chong, director, international premium brands, Carlsberg Asia, added: “This is a proud moment for all of us at Carlsberg Asia. While each market engages at different levels, we are united in our passion for football and our commitment to bringing fans closer to the game, especially as lucky winners have the chance to travel to Hong Kong for the match or enjoy an unforgettable experience in Liverpool. It is exciting to see how this global partnership continues to inspire local experiences and connect people through something they truly love."

Don't miss: Carlsberg brews up fan fever with limited-edition Liverpool cans and HK activations

Beyond these out-of-home activations, Carlsberg also turned up the volume for Liverpool FC fans in Hong Kong with a fresh line-up of limited-edition merchandise and events, marking two major milestones for the Premier League giants.

As Liverpool clinches their 20th league title in the 2024/25 season, and the iconic “Miracle of 2005” comeback celebrates its 20th anniversary, Carlsberg, the club’s long-term official partner, has launched two commemorative cans: the “Carlsberg LFC the miracle 20 can” and the “Carlsberg LFC champions 2025 can". 

The “Miracle 20 can” blends Liverpool’s signature red with Carlsberg’s green, tracing the legendary 2005 Champions League final comeback from a 3-0 halftime deficit. The design features key timestamps of that unforgettable match, inviting fans to relive the drama and euphoria two decades later.

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