Carlsberg stresses Liverpool FC links with stadium experience

Carlsberg has overhauled its “brand experience” at Liverpool Football Club’s Anfield stadium to reinforce its long-standing association with the club.

/t/r/e/lfc.jpg

The refit of the 200 m square Carlsberg lounge at the stadium is designed to help reinforce Carlsberg’s brand messages and features work by graffiti artist Dragon 76.

This includes the Liverpool Legends mural, the creation of which has been used to drive social media engagement with a film seeded across fansites across the globe and on YouTube.

Other features include an interactive tactics zone, electronic Carlsberg bottle display, goals wall and relationship wall, where Carlsberg captures some of the best moments in the club’s history during the Carlsberg era.

Brand communications agency Uniform has worked on the initiative. Tim Sharp, design director at the agency says: “Each zone is a celebration of Carlsberg’s relationship with the club in one way or another. It’s all about amplifying the brand messages of quality, premium and heritage.”

Louise Larsen Bach, brand activation manager at Carlsberg, says: “Liverpool FC is a key partner for Carlsberg, with a long relationship. We required something that was dynamic and engaged with the fans. The experiential ideas are completely in line with Carlsberg.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here