Carlsberg x Liverpool x China

Carlsberg have been the sponsor of Liverpool football club for the past 18 years. As a one-off event to celebrate the opening of the Expo and the last game played at home stadium Anfield as sponsors, the Carlsberg logo was written in Chinese. It marks the first time the logo on the kit has changed in 18 years.

The brand are hoping to capitalise on the interest of football fans in China. The move also ties in with the brewer’s role as partner of the Danish Pavilion at the World Expo 2010 event in Shanghai. The game attracted over 750m viewers around the world and Chinese messages were displayed during the match on the LED perimeter advertising hoardings around the pitch which read ’Carlsberg is partner of Danish Pavilion in World Expo – Carlsberg & Liverpool Cheer for World Expo’.

Liverpool, which has been twinned with Shanghai since 1999, is the only UK city to be exhibiting at World Expo 2010. Unfortunately, the overall quality of the  game was terrible – let’s hope the shirt sponsorship does more to endear Chinese football fans to the club than their performance on the pitch.

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This entry was posted on Tuesday, May 4th, 2010 at 10:18 pm. It is filed under Advertising, China, Geography, Sports and tagged with Expo, football, sponsorship. You can follow any responses to this entry through the RSS 2.0 feed.