Carlsberg supercharges HK7s with legends and giant beer pong

Carlsberg is tapping into HK7s fever by transforming Kai Tak Stadium into the ultimate party destination for rugby fans, headlined by Liverpool FC legend Vladimir Šmicer and a programme of high-energy entertainment on and off the pitch.

A long-time supporter of the Cathay/HSBC Hong Kong Sevens, Carlsberg is marking the tournament’s 50th anniversary with a show-stopping fusion of sport and celebration. Flying in Šmicer for a series of fan engagements, the brand is promising an elevated experience for one of the city’s most iconic sporting weekends.

The spotlight falls on 18 April, when Carlsberg unveils the first-ever giant beer pong battle on the Kai Tak Stadium pitch – a large-scale reimagining of the classic party game. Fans will be treated to a playful one-on-one showdown between Šmicer and former Fijian rugby sevens superstar and World Rugby Hall of Famer Waisale Serevi, in a one-of-a-kind spectacle where football, rugby and beer culture collide.

Carlsberg is also making history in the stadium’s legendary South Stand. For the first time, fans will be served from the longest South Stand bar in Hong Kong Sevens history – a 30‑metre Carlsberg installation pouring from more than 40 taps, designed to keep spectators refreshed without missing a moment of the action.

In a nod to fan tradition, Carlsberg’s iconic Extra‑Large Carlsberg Danish Pilsner Draught makes its long‑awaited return to the South Stand as part of the 50th anniversary celebrations. Once a beloved staple among regulars, the oversized serve is back by popular demand, giving fans the chance to relive the ritual, raise a cup and toast the HK7s at Kai Tak Stadium.

Also on 18 April, the Carlsberg Cheers Squad will make their grand return to the pitch. The fan‑favourite dance crew will bring their signature high‑energy routines and crowd engagement back to Kai Tak, leading chants and celebrations throughout what promises to be an unforgettable weekend of rugby and entertainment.

Beyond the stands, Carlsberg will be activating across the Fan Village from 16 to 19 April, creating what it bills as the ultimate pre‑game party hub. Visitors can check out a photogenic Carlsberg bar showcasing the brand’s new 50th anniversary limited‑edition can design, created to capture the spirit of the HK7s celebrations.

The festivities will continue into the night in Lan Kwai Fong, where Carlsberg is hosting the “Official Carlsberg HK7s Fans After Party” at BACI Trattoria & Bar. The event will feature Cantomania’s DJ Fabsabs and DJ Steffunn spinning iconic South Stand beats remixed with Cantopop anthems, as fans carry the “Cheers with Carlsberg” spirit from the stadium into one of Hong Kong’s most vibrant nightlife districts.

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

Last year, Carlsberg rolled out the HK7s 2025 limited-edition can, kicking off a city-wide celebration of the Sevens with the spirit of “Bigger house, bigger party”. The limited-edition “First Cheers Edition” can invited fans to raise their glasses and celebrate the grand event at the new venue.

First staged in 1976, the Cathay/HSBC Hong Kong Sevens – which moved to the brand-new Kai Tak Stadium in 2025 – now attracts over 40,000 visitors a day and is widely regarded as the jewel in the crown of World Rugby’s HSBC SVNS Series. The three-day event combines world-class rugby with a carnival atmosphere, drawing international players and fans while celebrating Hong Kong’s community spirit and passion for the sport.

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