Liverpool link with Swire to take ‘Anfield experience’ on tour to China and Hong Kong

March 5 – Premier League Liverpool have partnered with Swire Properties to bring a ‘fully immersive’ Anfield experience to supporters across the Chinese mainland and Hong Kong.

‘Welcome to Anfield – The LFC Experience’ will take a flavour of the Anfield atmosphere as it tours three of Swire Properties shopping malls in Taikoo Hui in Guangzhou, Taikoo Li Chengdu and Cityplaza in Hong Kong. Admission to the ‘experience’ will be free.

It is the latest step in the club’s Asian push, following on from the announcement of its official retail partnership with All Star Partners in China last year, which has offered Chinese fans easier access to official LFC retail merchandise via digital e-commerce marketplaces.

Liverpool said it now has close to 50 million supporters in China, with almost 6 million digital followers, and 13 Official Liverpool Supporters Clubs.

Ben Latty, Liverpool 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!”

The three-city  tour kicks off in Guangzhou (16 to 31 March ), before moving on to Chengdu (24 June to 14 July) and Hong Kong (1 August to 1 September).

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.”

Contact the writer of this story, Harry Ewing, at moc.l1721855393abtoo1721855393fdlro1721855393wedis1721855393ni@gn1721855393iwe.y1721855393rrah1721855393