Carlsberg & Liverpool FC Unveil New Bar
Carlsberg has marked the 25th anniversary of its partnership with Liverpool FC by unveiling a new 2,000 capacity lounge named The Carlsberg Dugout at the home of the club, Anfield.
The new lounge, created by the club’s official beer partner, becomes the largest at the stadium and spans the length of the redeveloped Main Stand.
Giant Carlsberg bars and a range of street food from around the world will create a sports bar atmosphere and also includes historic imagery throughout.
Billy Hogan, chief commercial officer, Liverpool FC said: “Our relationship with Carlsberg is one so long standing that they have become part of the fabric of the club, so it’s great they are continuing that journey with us to the redeveloped Main Stand and to The Carlsberg Dugout.
“The space is a phenomenal sports bar; relaxed and informal while still recognising the importance of heritage – an approach both the club and Carlsberg can very much identify with.”
Mikkel Pilemand, VP Carlsberg brand said: “We are very proud of our long standing partnership with Liverpool FC and the Carlsberg Dugout is truly a testament to the strong relationship between the brand and the club. We are excited to welcome fans to The Carlsberg Dugout and be part of a great match day experience in the iconic Anfield stadium”.
