Liverpool launch ‘Anfield Experience’ in China and Hong Kong | Football | Sport


Liverpool are ticking off goals off the pitch with a brand-new partnership in Asia.

The Reds are teaming up with Swire Properties to bring an ‘Anfield Experience’ to fans in China and Hong Kong, to boost the club’s profile and income stream across Asia.

The immersive experience will pop up in three malls: Taikoo Hui in Guangzhou, Taikoo Li Chengdu, and Cityplaza in Hong Kong, with the aim of sharing the feel and atmosphere of Liverpool games with more people around the globe.

Liverpool already have huge popularity in China and Hong Kong, with millions of fans and digital followers; Some 13 official fan clubs have already been established.

Ben Latty, Liverpool’s commerical director, spoke of the club’s pride to work with Swire Properties.

He told the the Liverpool Echo:”We’re really excited to collaborate with Swire Properties to create this interactive, fun, entertaining, and memorable series of events for LFC supporters in China and Hong Kong.”

“As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that. It’s also incredibly important that we take the opportunity to engage with those international supporters who may not get the chance to experience Anfield for themselves so we’re bringing The LFC Experience to them.”

The pop-up exhibition, called ‘Welcome to Anfield The LFC Experience’, will invite fans to experience the thrill of entering the legendary Shankly Gates, walk through the players’ tunnel under the world-famous ‘This is Anfield’ sign, and feel what it’s like to stand on The Kop and sing “You’ll Never Walk Alone.”

The latest move to achieve brand growth in the region comes on the back of last year’s retail partnership with All Star Partners (ASP) in China. That was a move designed to help bring Chinese fans closer to the Reds with easier access to official retail merchandise via digital e-commerce marketplaces on the Tmall, Douyin, and JD platforms.

Han Zhi, director of retail at Swire Properties, said: “At Swire Properties, we go beyond the conventional to create places where our communities can thrive. Just as Anfield is the iconic home of LFC supporters across the globe, our shopping malls are a vibrant expression of the people and places they serve.

“We are thrilled to partner with LFC to offer a new perspective on global sports culture and curate an unmissable and unique experience for our visitors.”

Fans will get the chance to snap photos with Liverpool’s famous trophies and see memorabilia from their six European Cup wins. The events will happen in three places, starting in Guangzhou from March 16-31, Chengdu from June 24 to July 14, and ending in Hong Kong from August 1 to September 1.

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