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Swire Properties and Liverpool Football Club Partner To Bring Exclusive “Welcome to Anfield – The LFC Experience” To The Chinese Mainland And Hong Kong

05 Mar 2024

Swire Properties and Liverpool Football Club Partner To Bring Exclusive “Welcome to Anfield – The LFC Experience” To The Chinese Mainland And Hong Kong

- Swire Properties and the Liverpool Football Club’s (LFC) inaugural collaboration will bring a unique celebration of global sports culture to the Company’s Guangzhou, Chengdu and Hong Kong shopping malls;

- The “Welcome to Anfield – The LFC Experience” will ‘transport’ visitors to one of the sport’s most famous stadiums where they can share amazing moments and experience the beloved club’s memorabilia;

- Apart from snapping photos with LFC’s precious trophies, visitors can also practise their football skills via themed games

#SwireProperties #LFC #FootballFans #AnfieldExperience

Swire Properties and the Liverpool Football Club (LFC) are teaming up for the first time ever to bring the immersive "Welcome to Anfield – The LFC Experience", at three of the Company’s shopping malls across the Chinese Mainland and Hong Kong – Taikoo Hui in Guangzhou, Taikoo Li Chengdu and Cityplaza in Hong Kong.

A quintessential football fandom experience, this collaboration will bring the spirit of Liverpool FC to life like never before, for young and old, through a series of unique events.

The experience begins as visitors enter the distinctive Shankly Gates and players’ tunnel and pass under the famous “This is Anfield” sign. Or they can feel the excitement of being in the crowd at The Kop – the iconic stand renowned for gathering the most passionate fans who become the essential “12th man” of the LFC team, as they roar their support and sing the “You’ll Never Walk Alone” anthem – and capture this moment with an unforgettable photo.

Visitors can also snap a photo with LFC’s precious trophies; explore a locker room displaying jerseys of the club’s current players; examine the Champions Wall, which chronicles the major honours LFC has won over more than a century; and take a close look at hand-picked artefacts that showcase the club’s six remarkable triumphs in the European Cup – more than any other football club in England. Visitors can practise and show off their skills at football-themed games.

Han Zhi, Director, Retail at Swire Properties, said, “We’re delighted to be partnering with LFC for the first time to create a truly unique experience, one that will offer a new perspective on global sports culture. At Swire Properties, we always look beyond the conventional to create vibrant places, and just as Anfield is the iconic home to LFC fans around the world, our shopping malls are a reflection of our dynamic local communities.”

Ben Latty, Liverpool FC Commercial Director, said, "We’re really excited to collaborate with Swire Properties to create this incredible interactive, fun, entertaining and memorable series of events for LFC supporters in the Chinese Mainland and Hong Kong. As a club with fans based all around the world, it’s incredibly important that we take the opportunity to engage with those who may not get the chance to experience Anfield for themselves – so we’re bringing The LFC Experience to them!”

The three-city "Welcome to Anfield – The LFC Experience" tour will kick off in Guangzhou, and then travel to Chengdu and Hong Kong. Admission is free.

1. Taikoo Hui Guangzhou: 16 to 31 March 2024
Taikoo Li Chengdu: 24 June to 14 July 2024*
3. Cityplaza, Hong Kong: 1 August to 1 September 2024*

*Dates are subject to change. Please check Swire Properties and Liverpool FC’s official platforms for details.