AdminCarlsberg Malaysia is bringing football lovers back together with its bold new #BestWithCarlsberg campaign, aimed at reigniting the passion of shared game nights among friends. Amid the realities of late-night match schedules and friends who bail last minute, the brand has identified a growing disconnect among football fans – and it’s taking action to change that.
Anchored on the belief that “the best moments in life are meant to be shared,” Carlsberg is offering real solutions to help fans reconnect, from exclusive matchday viewing parties to chilled beers delivered to their doors. “We’re all about enabling unforgettable moments for football fans – because we are fans too,” said Stefano Clini, Managing Director of Carlsberg Malaysia. “Football is more than a game, it’s an experience that brings people together.”
A recent consumer study by the brand revealed that the hassle of coordinating group gatherings is a significant stressor for fans. In response, Carlsberg has designed its campaign to eliminate the friction – and inject back the fun – with jersey giveaways, curated matchday hangouts, and prize trips that football fans can only dream of.
CarlsCrib: Where football meets festival vibes
The campaign’s highlight is CarlsCrib, a two-day extravaganza happening on 24 and 25 May 2025 at JAM, Petaling Jaya. This immersive event promises to be much more than just another match viewing party. It’s a football festival designed to cater to both the hardcore fans and casual watchers, featuring stadium-quality screens, interactive fan zones, and high-octane entertainment.
Attendees will be treated to live performances by global and regional acts including Italian EDM duo DJ VINAI, Hong Kong singer Pakho Chau, and Malaysian talents Dior and DJ Nahsyk. For those looking to deepen their football passion, curated activities such as football juggler workshops, sports arcades, and simulator games will be available.
The venue itself will be transformed into a high-energy football haven, with immersive spaces like the Locker Room and CarlsBar, where cocktail workshops and ice-cold Carlsbergs will keep spirits high all night long.
Win the football trip of a lifetime
As part of its goal to give more people access to the best football experiences, Carlsberg is rolling out an exclusive nationwide consumer promotion that’s too good to miss. The Grand Prize? A fully sponsored trip for 10 lucky fans and their best mates to catch Liverpool FC live at the iconic Anfield Stadium in the United Kingdom.
“Imagine the roar of the Kop, the electrifying atmosphere, and the chance to witness football history unfold — all made #BestWithCarlsberg,” the brand teased. In addition to the Grand Prize, 1,300 fans stand a chance to win limited edition Liverpool FC retro jerseys, a stylish nod to the club’s storied legacy.
To participate, fans can simply purchase a Carlsberg six-pack at selected retail outlets or enjoy Carlsberg at participating bars and eateries to earn entries. Whether it’s through a hypermarket, convenience store, food court, or e-commerce platform, every chilled Carlsberg brings fans one step closer to a dream football experience.
Seamless chill with Carlsberg and Grab
For fans preferring the comfort of home, Carlsberg has teamed up with Grab to ensure no game night goes dry. With the tap of a button, fans can now have perfectly chilled Carlsberg delivered in cooler bags right to their doorstep — the ideal fix for those unexpected extra-time cravings.
Adding to the excitement is over RM1 million worth of giveaways throughout the campaign period. With such a high-stakes prize pool and immersive entertainment options, Carlsberg is redefining what it means to watch a match with friends.
The #BestWithCarlsberg campaign is not just about football – it’s about reviving the tradition of shared joy, laughter, and excitement that makes every matchday unforgettable. To keep up with campaign updates and event information, fans can visit www.bestwithcarlsberg.my and follow @CarlsbergMY on Facebook and Instagram.
As always, Carlsberg reminds fans to #CelebrateResponsibly. If you drink, don’t drive.
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