Carlsberg and Liverpool FC bring Anfield’s spirit to Mumbai

Carlsberg India and Liverpool FC brought Anfield’s electric energy to Mumbai as they celebrated 20 years of the Miracle of 2005 and over three decades of their iconic global partnership. The special event united passionate supporters with Liverpool FC Legends Robbie Fowler and David James, who engaged with fans, relived memories from the club’s historic 2005 Champions League comeback, and honoured the long-standing bond between Liverpool FC and Carlsberg.

Carlsberg has consistently strengthened its connection with football enthusiasts worldwide by offering immersive experiences that extend far beyond the pitch. In India, the brand has nurtured a vibrant community of fans through screenings, contests and exclusive events that celebrate the country’s growing love for football.

The presence of Liverpool FC Legends Fowler and James further underlined Carlsberg’s commitment to bringing top-tier football experiences closer to Indian consumers and LFC supporters.

Reflecting on this long-standing association, Partha Jha, Vice President – Marketing, Carlsberg India, shared, “The partnership between Carlsberg and Liverpool FC goes beyond sport. It represents shared values of passion, perseverance and teamwork. As we celebrate 20 years of the Miracle of 2005, we’re reminded of the power of belief that unites football fans across the world. Hosting the Liverpool FC Legends is our way of thanking fans for their loyalty and keeping the spirit of Anfield alive in India.”

As part of the celebrations, Carlsberg India designed an immersive fan zone that recreated the atmosphere of a match night at Anfield. Guests enjoyed a special screening, a meet-and-greet with the LFC legends and surprise comedy performances that amplified the festive mood. Liverpool chants, iconic match moments and dedicated Carlsberg-themed zones added to the sense of being transported to the kop.

Robbie and David expressed their excitement during the visit. “Thank you to all the LFC fans in India. We always enjoy our trips to India but this time, with Carlsberg and LFC, it has been memorable; reliving memories of the famous night in 2005 and most importantly, meeting the great LFC fans in Mumbai.”

As part of its ongoing ‘Live the Miracle’ campaign, Carlsberg also announced the Carlsberg x Anfield Grand Experience, which will offer select winners a VIP trip to Anfield. The experience includes behind-the-scenes access, match day moments and personalised memorabilia, providing unmatched access to the pinnacle of football fandom.