Liverpool announce new exciting Asia partnership as part of FSG's 'ambitious' growth plans

Liverpool’s plans for international growth have taken another step forward with the launch of an ‘Anfield Experience’ in mainland China and Hong Kong.

The club has announced a partnership with Hong Kong firm Swire Properties to launch an immersive Reds experience focused on the unique matchday experience, with the project to bring a flavour of the Anfield atmosphere to three of Swire Properties shopping malls in the locations of Taikoo Hui in Guangzhou, Taikoo Li Chengdu and Cityplaza in Hong Kong.

It is the latest milestone on the Reds’ journey to increase its reach and brand awareness in the territory, and its commercial drive in the region. The club has seen significant growth in its popularity in China and Hong Kong in recent years, with presented club figures showing the Reds have almost 50 million supporters across the market, with almost six million digital followers, and 13 Official Liverpool Supporters Clubs.

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Ben Latty, Liverpool commercial director, said: "We’re really excited to collaborate with Swire Properties to create this interactive, fun, entertaining, and memorable series of events for LFC supporters in China and Hong Kong.

“As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that. It’s also incredibly important that we take the opportunity to engage with those international supporters who may not get the chance to experience Anfield for themselves – so we’re bringing The LFC Experience to them.”

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