Liverpool Takes Anfield Experience To China & Hong Kong

Liverpool Football Club continues its ambitious plans for international growth by partnering with Swire Properties to bring a fully immersive celebration of the iconic Anfield experience to supporters across the Chinese mainland and Hong Kong.

“Welcome to Anfield – The LFC Experience” is set to present a flavour of the Anfield atmosphere to three of Swire Properties shopping malls in Taikoo Hui in Guangzhou, Taikoo Li Chengdu and Cityplaza in Hong Kong.

As part of the club’s ongoing plans in the region, LFC announced a new official retail partnership with All Star Partners (ASP) in China last year. It has helped bring Chinese fans closer to the Reds with easier access to official retail merchandise via digital e-commerce marketplaces on the Tmall, Douyin and JD platforms.

This new partnership with Swire Properties will further enhance LFC’s commercial drive in the region. The club has seen huge growth in its popularity in China and Hong Kong in recent years, it now has close to 50 million supporters across the market, with almost 6 million digital followers, and 13 Official Liverpool Supporters Clubs.

Ben Latty, Liverpool FC commercial director, 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, Retail of Swire Properties, added: “At Swire Properties, we go beyond the conventional to create places where our communities can thrive. Just as Anfield is the iconic home of LFC supporters across the globe, our shopping malls are a vibrant expression of the people and places they serve.

“We are thrilled to partner with LFC to offer a new perspective on global sports culture and curate an unmissable and unique experience for our visitors.”

The three-city “Welcome to Anfield” tour kicks off in Guangzhou before moving on to Chengdu and Hong Kong with free admission for the public:

Taikoo Hui, Guangzhou: 16 to 31 March, 2024

Taikoo Li Chengdu: 24 June to 14 July, 2024

Cityplaza, Hong Kong: 1 August to 1 September, 2024