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.


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.”

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