On May 2, 2010, for the first time ever, Liverpool FC will play in specially designed shirts with the Carlsberg logo written in Chinese. Leveraging the 18-year collaboration between Liverpool FC and Carlsberg, it will be a perfect opportunity for city of Liverpool to mark the match on that day for the World Expo 2010 which is hosting at its twin city – Shanghai.
Danish brewer Carlsberg, being one of the partners of the Danish Pavilion at the World Expo, are going to deliver this one-off historic “Chinese logo” campaign for all Chinese football fans.
Carlsberg Group Sponsorship Director Keld Strudahl said, “We’re delighted to have been able to bring about this momentous occasion. We believe it’s a nice little gesture to our friends and fans of Liverpool in China where we know Liverpool FC devoted huge support in working things out and we also worked hard with all parties to mark this special occasion for the World Expo.”
Key Facts
Liverpool’s clash with Chelsea will be pivotal in determining the destination of the Premier League title. The game is expected to attract over 750m viewers around the world.
Chinese messages will be displayed during the match on the LED perimeter advertising hoardings around the pitch. The messages will read (Carlsberg is partner of Danish Pavilion in World Expo – Carlsberg & Liverpool Cheer for World Expo)
The Chinese Carlsberg logo will be only the fifth logo ever printed on a Liverpool shirt. Liverpool’s first sponsor was Hitachi, followed by Crown Paints, Candy and then Carlsberg in 1992.
In the Carlsberg Lounge at Anfield, a Chinese competition winner will present a trophy to the “Man of the Match” after the final whistle.
World Expo 2010 Shanghai is an international exposition and will be a celebration of urban life and an exploration of innovation and interaction. The event will attract approximately 70 million visitors from over 200 nations between May 1 and October 31.
Liverpool is the only UK city that will be exhibiting at World Expo 2010 Shanghai.
Liverpool has been twinned with Shanghai since 1999, furthering their relationship in 2006 with the foundation of the Liverpool Shanghai Partnership (LSP). The LSP aims to raise the level of bilateral economic and cultural relations between the cities.
Trivia
Liverpool are not the first Merseyside team to have a Chinese logo on their shirts. From 2002 to 2004, Everton were sponsored by Keijan, a Chinese mobile phone manufacturer.
In the 18 years since Carlsberg began their association with Liverpool, the club has enjoyed great success, winning nine trophies. They are as follows:
- European Super Cup 2001, 2005
- Champions League 2005
- UEFA Cup 2001
- FA Cup 2001, 2006
- League Cup 1995, 2001, 2003
