HONG KONG, SAR – Carlsberg, the iconic Danish brewer and steadfast partner of Liverpool FC for over 30 years, takes Hong Kong by storm with a vibrant homage to The Reds. As Liverpool FC kicks off their much anticipated 2025 Asia Pre-Season Tour, Carlsberg is rolling out a citywide celebration that transforms Hong Kong into a rallying ground for fans and football legends alike.
At the heart of this celebration is the “Walk of Fame” exhibition, set to run from July 22 to 26 along the Tsim Sha Tsui promenade. This transformation of the iconic Avenue of Stars into a Liverpool-themed fan zone is a nod to the enduring spirit and legacy of the club. Featuring immersive, Instagrammable installations, including a “CHAMPIONS” lightbox celebrating Liverpool FC’s 20 league titles, the space captures the essence of the club’s storied past and passionate following. A standout attraction is a vibrant photo wall merging Carlsberg’s signature green with Liverpool’s iconic red, accented by legendary symbols such as the Shankly Gates and the anthem “You’ll Never Walk Alone” in a powerful testament to the long-standing Carlsberg–Liverpool partnership.
A Carlsberg-branded sailboat will cruise through Victoria Harbour during the same week. Decked in the hop leaf of Carlsberg and the Liver Bird of Liverpool FC, the sailboat offers fans a picture perfect moment and perhaps a lucky encounter with a Liverpool legend onboard.
The festivities will peak in Lan Kwai Fong on July 25 with a high-energy street party. Hong Kong’s iconic nightlife district will turn red as Carlsberg transforms the streets into a celebration zone, uniting fans over beer, music and the beautiful game. The highlight of the night will be a rematch between Liverpool FC and AC Milan – reigniting memories of the unforgettable 2005 UEFA Champions League final. Fans are encouraged to gather and relive the glory of that miraculous night.
To top it all off, Carlsberg’s “Forever A Miracle, Forever Fans” campaign is now live. Through this fan activation, supporters can enter a lucky draw for a once in a lifetime chance to visit Liverpool, England and experience an exclusive match at Anfield.
As Carlsberg continues to champion both its heritage and its fans, this Hong Kong takeover not only celebrates a football club, but the global community that supports it.
