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. 
  
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.

MARKETING-INTERACTIVE has reached out o Carlsberg for more information. 

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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