Carlsberg Asia has unveiled a major campaign to coincide with Liverpool FC’s highly anticipated 2025 Pre-Season Tour of Asia, marking another chapter in one of football’s most enduring commercial partnerships.

Spanning seven key markets — Cambodia, Mainland China, Hong Kong, Malaysia, Myanmar, Singapore, and Vietnam — the campaign celebrates over 30 years of collaboration between the Danish brewer and the Premier League giants.

The initiative combines fan engagement with exclusive promotions, highlighted by the release of a limited-edition “Miracle Can”, inspired by Liverpool’s legendary 2005 UEFA Champions League comeback in Istanbul. The campaign not only boosts brand visibility, but also aims to deepen emotional ties with fans and drive commercial growth across the region.

Arindam Varanasi, Commercial Vice President at Carlsberg Asia, said: “This campaign is about more than just visibility. It’s about creating unique value for our partners and fans while accelerating growth by connecting emotionally with consumers.”

Hong Kong is the focal point of the celebration. On 26 July, Liverpool FC will face AC Milan in a symbolic rematch of the 2005 final. From 22 to 26 July, Tsim Sha Tsui’s Avenue of Stars will become a “Walk of Fame”, featuring tributes to the club’s 20 league titles, artistic references to the iconic Shankly Gates, and Carlsberg x Liverpool FC installations merging the hop leaf with the Liver Bird.

Adding to the spectacle, a Carlsberg-branded sailboat will cruise Victoria Harbour, while a Reds-themed Street party will take over Lan Kwai Fong on 25 July, bringing live music, fanfare, and, of course, ice-cold Carlsberg.

“This is a proud moment for us,” said Jeff Chong, Director of International Premium Brands at Carlsberg Asia. “It’s about passion, unity, and giving fans a front-row seat to history — whether they’re in Hong Kong or Liverpool.”