Carlsberg A/S 100 Ny Carlsberg Vej Tel +45 3327 3300
1760 Copenhagen V Fax +45 3327 4701
Denmark carlsberg@carlsberg.com
CVR.nr. 61056416
Press release 5/2010
28 April 2010
Page 1 of 2
DON'T ADJUST YOUR SETS, IT'S STILL LIVERPOOL FC!
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.”
IMPORTANT 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. Quotes from both
player and competition winner will be available in a future press release.
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.
www.carlsberggroup.com
Press release 5/2010
28 April 2010
Page 2 of 2
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
Contacts:
Media Relations: Jens Bekke, +45 3327 1412
Sponsorship Director: Keld Strudahl, +45 3327 4555
The Carlsberg Group is one of the leading brewery groups in the world, with a
large portfolio of beer and other beverage brands. The flagship brand -
Carlsberg - is one of the best-known beer brands in the world and the Baltika,
Carlsberg, and Tuborg brands are among the six biggest brands in Europe.. More
than 43,000 people work for the Carlsberg Group, and its products are sold in
more than 150 markets. In 2009 the Carlsberg Group sold more than 135 million
hectolitres of beer, which is about 114 million bottles of beer a day.
Find out more at www.carlsberggroup.com.
www.carlsberggroup.com
