Carlsberg and Liverpool FC unite fans in Mumbai to celebrate 20 years of football’s greatest comeback

• Carlsberg continues its ‘Live the Miracle’ campaign in India with Liverpool FC legends Robbie Fowler and David James coming together with football fans in Mumbai

02^nd December’25, 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. 

About Carlsberg x Liverpool FC Partnership

Carlsberg and Liverpool FC share one of the most iconic partnerships in football, dating back to 1992 — the same year the Premier League was founded. What began as a sponsorship soon became part of football heritage, with Carlsberg appearing on Liverpool’s jersey during some of the club’s most historic triumphs, including the 2001 treble and the unforgettable 2005 Champions League victory.

Many of Liverpool’s greatest legends, including Steven Gerrard, made their debut wearing the Carlsberg logo—cementing the brand as part of the club’s DNA. Over three decades later, the partnership continues stronger than ever, recently extended until 2034, making it one of the longest-running collaborations in world football. Built on shared passion, respect, and a commitment to bringing fans closer to the game, the Carlsberg–Liverpool FC partnership remains a true symbol of football heritage.

About Carlsberg India

Carlsberg India is a subsidiary of the Carlsberg Group, one of the world’s most respected brewing companies, headquartered in Denmark and governed by the Carlsberg Foundation – a unique ownership model that reinvests dividends into advancing science, art, and sustainability worldwide.

Since its establishment in 2007, Carlsberg India has become a leading player in the premium and super-premium beer segment. The company operates with 14 breweries across India with eight its own state-of-the-art breweries and six contract manufacturers to ensure wide availability and consistent quality. Its portfolio includes Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic, and the iconic 1664 Blanc. Through these network of production facilities and sales offices across India, Carlsberg has created thousands of jobs directly and indirectly through its trade partners, suppliers and service providers.

Carlsberg’s legacy of innovation includes the invention of the pH scale and groundbreaking work in yeast purification, shaping modern brewing science. This pioneering spirit continues to guide Carlsberg India’s brewing philosophy today.

Guided by its ESG commitments under Together Towards ZERO and Beyond, Carlsberg India is working towards a ZERO Carbon Footprint, ZERO Water Waste, ZERO Packaging Waste, ZERO Irresponsible Drinking, and a ZERO Accidents Culture, while also supporting regenerative agriculture to reduce farming’s environmental impact.

With a blend of heritage, innovation, and sustainability, Carlsberg India remains dedicated to brewing for a better today and tomorrow.