Premier League football club Liverpool has teamed up with Swire Properties to bring an immersive Anfield-style experience to supporters in China and Hong Kong.
‘Welcome to Anfield – The LFC Experience’ will give fans the chance to sample the Anfield atmosphere at three of Swire Properties’ shopping malls in Taikoo Hui, Guangzhou; Taikoo Li Chengdu; and Cityplaza in Hong Kong.
The free pop-up exhibition invites fans to experience a walk through the Shankly Gates and the players’ tunnel, and stand on the Kop. There will also be opportunities to take pictures with trophies and other memorabilia.
Liverpool announced a new official retail partnership with All Star Partners in China last year. The partnership has provided fans with easier access to official retail merchandise via digital e-commerce marketplaces on the Tmall, Douyin and JD platforms.
The new deal with Swire Properties is designed to further enhance the club’s commercial drive in the region, where it claims to have close to 50 million supporters.
The three-city ‘Welcome to Anfield’ tour kicks off in Guangzhou from March 16-31, before moving to Chengdu from June 24 to July 14 and concluding in Hong Kong from August 1 to September 1.
Ben Latty, commercial director at Liverpool, said: “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.”
Han Zhi, director of retail at Swire Properties, added: “We’re delighted to be partnering with LFC for the first time to create a truly unique experience, one that will offer a new perspective on global sports culture.
“At Swire Properties, we always look beyond the conventional to create vibrant places, and just as Anfield is the iconic home to LFC fans around the world, our shopping malls are a reflection of our dynamic local communities.”
