Live brand experience: Carlsberg highlights Liverpool link

Carlsberg has highlighted its link with Liverpool FC by relaunching its live brand experience at the club's home Anfield.

The brewer has conducted a refit at the Carlsberg Lounge at the stadium, which now features work by graffiti artist Dragon 76 which aims to reinforce its brand message.

In addition, there is an electronic Carlsberg bottle display, a goals wall and an interactive tactic display for football fans to try.

Significantly, there is also a 'relationship wall' which highlights moments from Liverpool's history since Carlsberg became involved with the club.

All of the zones feature a mixture of electronic and interactive features.

Louise Larsen Bach, brand activation manager at Carlsberg, said: “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.”

Carlsberg first sponsored Liverpool in 1992 and has also been linked with football teams such as FC Copenhagen.

Posted by David Farrior