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Liverpool FC Legends Interview Club's Most Loyal Fans as Carlsberg Toasts 30 Years of Partnership


by The Network's Worth Your While creates six-part series of interviews with LFC legends past and present

Liverpool FC Legends Interview Club's Most Loyal Fans as Carlsberg Toasts 30 Years of Partnership

The 22/23 football season marks the 30th anniversary of Carlsberg’s sponsorship of Liverpool F.C. - the longest partnership in Premier League history.

In celebration of this commemorative year - and in continuation of Carlsberg’s ‘Forever Fans’ platform rolling out across the 30th anniversary season - ‘by The Network’ partners Worth Your While and Drive Studios have created a six-part series of interviews with LFC legends past and present, and fans. The interviews turn the tables on the usual interview format by putting the fans at the centre of the narrative, giving them the chance to tell their story about being LFC fans.

Ian Rush, John Barnes, Sami Hyypiä, Robbie Fowler, Jamie Carragher, and Luis Garcia become the interviewers and some of the clubs most loyal fans from around the world become the interviewees, giving these off-field legends an experience they’ll remember forever - and a chance to tell their stories. The films put legends and fans on an equal footing over a pint of Carlsberg for a pub conversation reliving the past 30 years. Also featured in the content are Manager Jurgen Klopp, and current LFC stars Virgil Van Djik and Megan Campbell.

The films highlight the fans’ brilliant songwriters behind the chants of support for their beloved team (the family friendly ones of course). We meet a Malaysian fan who gets up at 3am to watch the Champions League matches, and who describes the Malay fanbase who gather at a bar to watch the game together, simulating being together at an actual game. More fan stories from all around the world are shown such as the welcoming way the Fins are treated, an outpouring of love for Samia Hyypia. The women's team also feature with a discussion around the success and rising popularity of women's football. Some fans even planted a LFC flag at the top of Mount Kilamanjaro in 2005, one of the six years the club has won the Champions League! 

Louise Bach, global sponsorship director, Carlsberg said: “You will find Liverpool FC fans in literally all corners of the world and as an audience they are highly engaged. With this campaign, we are celebrating our partnership from all angles and highlighting what great partnerships really are.”

Lukas Lund, Creative Director at Worth Your While added: ”Most content series simply interview the celebrity or influencer. Because this platform is all about Carlsberg celebrating the fans, we decided to turn the tables on the standard interview format, and have our Liverpool FC legends interview the fans instead. Not only did we make some fresh compelling content, we also gave the fans an experience they’ll remember forever."

The films are running on Carlsberg's Global platforms and also on Liverpool FC’s digital platforms across the world, making the content available in all 26 markets who are participating in the celebration of the 30 years partnership, where the limited edition 30 year cans are available: Australia, Bosnia, Bulgaria, Cambodia, Canada, China, Croatia, Denmark, Germany, Greece, Hong Kong SAR, Hungary, Iceland, India, Israel, Japan, Laos, Malaysia, Myanmar, Poland, Serbia, Singapore, South Korea, UAE, Ukraine, and USA.


Agency / Creative
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Categories: Alcoholic Beverages, Beers

Worth Your While, Tue, 21 Feb 2023 10:16:00 GMT