Dec 2, India: Carlsberg India and Liverpool FC marked a momentous occasion celebrating 20 years of the Miracle of 2005 and more than three decades of their partnership. The event brought Anfield’s electric spirit to Mumbai, as Liverpool FC Legends Robbie Fowler and David James engaged with Indian fans, sharing memories from Liverpool’s iconic European triumph and celebrating the club’s deep connection with Carlsberg.
Over the years, Carlsberg has continued to strengthen its connection with football enthusiasts globally through unique experiences that go beyond the game. In India, the brand has brought together communities of passionate fans, offering them opportunities to celebrate their love for the sport through screenings, contests, exclusive events.
The visit of the Liverpool FC Legends further reinforces Carlsberg’s commitment to giving consumers and LFC fans access to the best football experiences in India.
Reflecting on this long-standing association, Partha Jha – Vice President, Marketing at 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 curated an immersive fan experience that recreated the energy and camaraderie of match night at Anfield. Guests participated in a special screening, an exclusive meet-and-greet with the legends, and surprise comedy acts that added to the celebratory atmosphere. The venue came alive with Liverpool chants, iconic moments on screen, and themed Carlsberg zones — giving fans a taste of what it feels like to be part of the Kop.
During the visit, Robbie Fowler and David James said, “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 the ongoing ‘Live the Miracle’ campaign, Carlsberg also introduced the Carlsberg x Anfield Grand Experience, offering select winners a VIP trip to Anfield including behind-the-scenes access, matchday moments, and personalised memorabilia making it a true access to the best of Football fandom.