In celebration of the beautiful game of football, Carlsberg is levelling up its #BestWithCarlsberg experience – rallying fans to reconnect with their mates and make game nights epic again. Anchored on the brand’s mission of giving more people access to more of the best, the campaign invites consumers to drop the excuses and rediscover the joy of shared football moments.
With late-night matches and mates flaking, Carlsberg knows the struggle is real. A recent consumer study showed that fans feel disconnected and stressed when trying to round up the crew. That is why Carlsberg is jumping in with real solutions to bring people back together. As part of the campaign, the brand is setting fans up with everything they need for a great night of football: exclusive jersey giveaways, next-level matchday hangouts, cold beers delivered right to the doorstep, and for the ultimate dream, nabbing once-in-a-lifetime trips to the United Kingdom and Hong Kong to catch Liverpool FC live. It is taking usual match nights and turning them into something that feels effortless, connected, and worth getting excited about, so that fans can go all in for game nights.
“We’re all about enabling unforgettable moments for football fans – because we are fans too,” said Stefano Clini, Managing Director of Carlsberg Malaysia. “At Carlsberg, we believe the best moments in life are meant to be shared. Football is more than a game, it’s an experience that brings people together. Our role is to enable fans to enjoy it to the fullest, with a cold Carlsberg in hand, their best mates around them, and nothing getting in the way of the moment. Through our #BestWithCarlsberg campaign, we offer probably the best beers, the best vibes, and the best matchday experiences our consumers can have.”
To start, Carlsberg is taking over a major match night showdown with viewing parties that bring the game to life in full 360 on the 11th of May. Fans can expect match-viewing events happening simultaneously, from Kuala Lumpur right up to Penang and Johor Bahru, kitted out with exciting activities.
Taking football nights to the next level is CarlsCrib, a specially curated space for the ultimate football fan, the casual watcher, and everyone in between, happening on 24 and 25 May 2025 at JAM, Petaling Jaya. Designed to bring “the best of everything” under one roof, CarlsCrib is where football passion meets high-energy entertainment, all specially brewed together by Carlsberg.
This next-level event promises to transform match viewing into an epic celebration, offering not just a game night but a full-blown football festival. Attendees can expect stadium-quality screens and multiple viewing zones, including a locker room-style setup for a fully immersive vibe.
Beyond the match, CarlsCrib takes things up a notch with an electrifying entertainment line-up. Fans can catch international headliners like DJ VINAI from Italy and Pakho Chau from Hong Kong, alongside homegrown talents Dior and DJ Nahsyk, setting the tone for two nights of non-stop energy.
The experience extends beyond the stage with curated activities including a football juggler workshop, interactive simulators, and a sports arcade, all designed to fuel the football fever, for both hardcore fans and casual fans as well as their mates. Immersive zones like the Locker Room and CarlsBar offer cocktail workshops and ice-cold brews all night. And to top it off, two pairs of ticket giveaways to the Liverpool FC vs AC Milan match live in Hong Kong further elevate the excitement of each night.
To further raise the bar on #BestWithCarlsberg moments, Carlsberg is rolling out a special consumer promotion that gives fans the chance to win two epic prizes. For the ultimate Grand Prize, Carlsberg is granting the wishes of 10 incredibly lucky diehards (plus their chosen comrade) with a chance to catch Liverpool FC play live at Anfield Stadium in the UK! Imagine the roar of the Kopites, the electric atmosphere of a packed stadium, and the sheer thrill of witnessing football history unfold before their very eyes – all made #BestWithCarlsberg. And if the Grand Prize doesn’t land, no worries — 1,300 lucky fans will still score a legendary Liverpool FC retro jersey to rep the Reds in style.
To participate and score the ultimate football fantasy, fans only have to purchase a Carlsberg six-pack at hypermarts and supermarkets, participating convenience stores, 99 Speedmart, or their favourite e-comms channel, or purchase one bucket at their favourite watering hole or buy three bottles at food courts and eateries to be in the running for the coveted trip of a lifetime.
Grab, the trusty on-demand lifeline, is also joining the Carlsberg squad as the ultimate game-day ally. Carlsberg’s perfectly chilled beer delivered in cooler bags is rolling out across the nation. Simply tap, order, and let the goods roll in, ensuring fans are never caught dry during those nail-biting moments.
With enticing prize giveaways totalling an impressive RM1,000,000, Carlsberg is elevating every football night into an unforgettable celebration. Whether you’re a die-hard Liverpool FC fan or otherwise, there’s something for everyone. Gather your friends and immerse yourself in the electric atmosphere as you cheer for your team. Because the most memorable moments in life are always better when shared with good company. Get ready to make every game night truly exceptional, no stress, no excuses.
Get ready to immerse yourself in the ultimate football season! Visit www.bestwithcarlsberg.my for up-to-date info or to learn more about the campaign, and follow @CarlsbergMY on Facebook and Instagram to stay ahead of the game.
Remember to always #CELEBRATERESPONSIBLY, if you drink, don’t drive.