Carlsberg Cheers on HK7s
As
the long‑term partner of the Hong Kong China Rugby Union and the Official Beer
of the Hong Kong Sevens, Carlsberg marked this year’s milestone with the theme ‘Cheers
With Carlsberg,’ raising a glass with fans to celebrate the 50th anniversary of
the Cathay Pacific/HSBC Hong Kong Sevens.
As
a legendary toast to the historic milestone, Carlsberg launched the ‘Carlsberg HK7s
50th Anniversary Limited‑Edition
Can’ along with a series of limited‑edition
premiums, which brewed excitement among all fans ahead of the HK7s. Carlsberg
also lined up a series of activities, from pre‑game warm‑up parties
to Fan Village and the after party, delivering a memorable celebration to over
110,000 fans with nearly 200,000 pints
of Carlsberg sold!
With
this year’s matches successfully concluded and the South Africa Men’s Team and New
Zealand Women’s Team crowned champions. The cheers live on as Carlsberg continues
to brew joyful moments for the city!
Liverpool FC Legend Joiningthe HK7s Frenzy
Beyond the thrilling HK7s matches, Carlsberg welcomed
FC Legend Vladimír Šmicer to share the frenzy throughout the stadium. Šmicer
took centre stage during halftime, teaming up with Fijian rugby legend and
World Rugby Hall of Fame Waisale Serevi for an epic giant Beer Pong showdown, igniting the stadium in cheers. On
the eve of the showdown, Carlsberg united Liverpool FC fan clubs and the fans
of ‘Reds’ for a warm‑up session with
Vladimír Šmicer, setting the stage for the first‑ever giant Beer Pong contest at Kai Tak Stadium.
Šmicer shared: “This year’s tournament was
incredibly intense, with fans fully engaged from start to finish. When I
stepped onto the pitch to face Serevi, the cheers echoing across the entire
stadium were unbelievable. The cross‑sport showdown was
great fun, football and rugby may seem worlds apart, but both demand meticulous
skill. I’m glad to be back at Kai Tak Stadium to celebrate with the crowd and
had the chance to connect closely with Hong Kong’s Liverpool FC supporters at
the Fan Village. It was truly an unforgettable experience.”
Roars On and Off the Pitch as 7s Fever Swept the
City
To celebrate the 50th anniversary in style,
Carlsberg brought back its iconic Extra Large Carlsberg Draught to the South
Stand and unveiled the longest South Stand Bar in the history of HK7s — the 30-metre-long Carlsberg bar featured over 40+ taps of Carlsberg, serving
ice-cold pints for fans to cheer for their teams.
The Carlsberg-spirited Cheers Squad returned with high-energy dance routines and
chart-topping hits, lifting the atmosphere to new heights! The Fan Village also
made a triumphant return, inspired by the ‘Carlsberg
HK7s 50th Anniversary Limited‑Edition
Can’, offering vibrant photo spots as
well as a giant Beer Pong challenge — bringing the ‘Cheers with Carlsberg’ spirit
to life at every corner.
Carlsberg
extended the HK7s energy into Lan Kwai Fong with the ‘Official Carlsberg HK7s
Fans After Party’ where Liverpool FC Legend Vladimír Šmicer made a surprise
appearance, clinking glasses and celebrating with fans in a moment of pure
cheer. South Stand classics and a Cantonese hit medley kept the HK7s passion alive
throughout the night, turning the entire city into a Carlsberg-themed party
celebration.
From
pints to passion, Carlsberg brews unforgettable Hong Kong Sevens memories
Fifty
years on, the HK7s has grown far beyond a sporting event; it has become a
shared memory passed down through generations of fans. As the Official Beer of
the tournament, Carlsberg placed ‘Cheers with Carlsberg’ at the heart of the
celebration, delighting fans with the popular ‘Cheers Cam’ that captured joyful
moments of fans raising their glass together inside the stadium.
By
turning every pint into a moment of connection and emotion, Carlsberg helped
brew the most unforgettable memories of the Hong Kong Sevens — uniting the city
in passion, celebration, and cheers.
