Liverpool FC: initiative to recreate the atmosphere at Anfield for fans in China & Hong Kong

Liverpool FC (Premier League) has signed an agreement with property developer Swire Properties to offer an "immersive experience" aimed at recreating the atmosphere at Anfield (Liverpool, ENG) for the club's supporters in China and Hong Kong, announced the club on 05/03/2024.

As part of the initiative, entitled 'Welcome to Anfield - The LFC Experience' and rolled out across three local shopping centres, supporters of the English club will be able to "experience the thrill of entering through the Shankly Gates, walk through the players' tunnel under the world-famous. 'This is Anfield' sign, and feel what it's like to stand on the Kop and sing You'll Never Walk Alone," explained the club. Trophies and club memorabilia will also be on display.

Liverpool FC is continuing its development strategy in China, having entered into a partnership with Chinese e-commerce and licensing specialist All Star Retail on 01/05/2023. This agreement has enabled the club to sell merchandise in China via the Tmall, Douyin and JD e-commerce platforms. The English club has "close to 50 million supporters…