A wave of red swept through Mumbai on November 29 and 30, 2025, as Carlsberg Group brought Liverpool Football Club’s legendary 2005 Champions League triumph, the iconic ‘Miracle of 2005,’ to life through a two-day immersive fan celebration, curated and executed by Meraki Sport and Entertainment Pvt. Ltd.
Marking 20 years of one of football’s most defining moments, the Carlsberg-led engagement saw fans from across Mumbai come together to relive history, raise a collective toast, and celebrate the spirit that defines Liverpool Football Club. The experience highlighted the club’s deep-rooted fan base in India and the emotional connection that transcends borders and generations.
As part of the celebration, Carlsberg, in association with Liverpool FC, hosted club legends Robbie Fowler and David James across key touchpoints in the city. The appearances created memorable moments for fans through intimate interactions and public engagements, reinforcing the brand’s long-standing association with the club and its supporters.
One of the central activations was a matchday-style screening and turf engagement at antiSOCIAL, where over 300 Kopites gathered to recreate the atmosphere of Anfield and the Kop in the heart of Mumbai.
A standout feature of the experience was the Carlsberg ‘Wall of Reds,’ a curated installation showcasing vintage Liverpool FC jerseys featuring Carlsberg on the shirt. The display offered fans a closer look at the heritage, design, and craftsmanship behind some of the club’s most iconic kits, reinforcing the historic partnership between Carlsberg and Liverpool FC.
Fans attending the event also received curated merchandise, participated in contests, and witnessed select winners earn the opportunity to experience Anfield first-hand, further amplifying Carlsberg’s fan-first approach to the engagement.
From an execution standpoint, Meraki Sport and Entertainment Pvt. Ltd., the agency behind the experience, shared that every element, from on-ground programming to detailed décor, was designed with intent to seamlessly blend the worlds of Carlsberg and Liverpool FC into an authentic, immersive celebration.The two-day celebration concluded with a highlight film capturing the essence of the experience, reflecting two timeless pairings: football and beer, and Carlsberg and Liverpool Football Club.
