LOG IN

European Sponsorship Association

the essential and inclusive community for all professionals working in sponsorship

  • Awards
    • ESA Awards
      • 2025 ESA Awards
        • Winners & Shortlist
        • ESA Best of Europe
        • Photos
        • Partners
        • Judges
        • FAQ & Dates
        • Rules of Entry
        • Ceremony
      • Previous ESA Awards
        • Previous Winners
        • Case Studies
        • Videos
    • ESA Fellowship
  • Resources
    • Case Studies
    • Research & Best Practice
    • ESA Sponsorship Market Overview
    • ESA Sponsorship Trends
    • Sustainable Sponsorship
    • Premium Resources (€)
    • Policy Papers
    • Event Resources
    • Suppliers
  • Events
    • Upcoming Events
    • Past Events
    • ESA Member Round Tables
  • Professional Development
    • Qualifications
      • ESA Diploma
      • ESA Sponsorship Sales Certificate
      • ESA Introduction to Sponsorship
      • ESA Leaders Programme
    • Careers advice
    • Jobs
  • News
    • ESA News
    • Member News
    • Blogs
    • Annual Newsletter
  • Join ESA
    • Join ESA
    • Our Members
  • About
    • Who We Are
    • What We Do
    • Contact
AWARDS
  • 2025 ESA Awards
    • Winners & Shortlist
    • ESA Best of Europe
    • Photos
    • Partners
    • Judges
    • FAQ & Dates
    • Rules of Entry
    • Ceremony
  • Previous Awards
    • Previous Winners
    • Case Studies
    • Videos

Carlsberg & Liverpool FC – ‘Champions’ Campaign

To celebrate Liverpool FC’s first league title in 30 years, Carlsberg launched a limited edition ‘Champions’ product in 32 markets (eight variations of the same product depending on local market product sizes), featuring signatures of the squad & manager. The campaign was predominantly a channel activity, designed to deliver off-trade sales, but was supported by (and pivoted to encourage) significant digital activity.

The campaign objectives were to add value to the fan experience and build brand affinity with LFC supporters by giving them a commemorative product to celebrate the league title with.

The campaign was a huge success, delivering unprecedented purchase intent with sales to 55 countries. Club post campaign research showed:

– 1 in 2 fans aware of the partnership were aware of the products

– 31% of fans indicated that they felt Carlsberg added value to the fan experience

– 8 in 10 fans aware of the Champions Cans believe that Carlsberg are a genuine supporter of Liverpool FC.

  • Terms of Use
  • Privacy Policy
  • ESA Code of Conduct

© 2025 European Sponsorship Association · Return to top · Log in