Carlsberg HK named official beer partner of Kai Tak Sports Park

Carlsberg Hong Kong has partnered with Kai Tak Sports Park (KTSP) as the official partner, offering a diverse portfolio of brands to elevate the experience for international events held at the venue.

Set to officially open this Saturday (1 March), KTSP aims to become the largest integrated sports and entertainment landmark in Hong Kong, bringing together sports and cultural enthusiasts from around the world. 

As the official beer partner, Carlsberg said it is committed to provide an exceptional beer experience to all visitors at this world-class venue. In pursuit of betterment, Carlsberg seeks to enhance events at KTSP, aiming to elevate experiences for all attendees. It will bring a diverse portfolio of brands to KTSP, dedicated to enhancing the experience of every international sport, music, and major event by serving good quality beer. 

With an advanced beer keg storage system and a total of 266 taps across various beverage outlets throughout the Kai Tak Stadium, this setup allows spectators to enjoy fresh pints of Carlsberg products, crafted with a commitment to raising the standard, in Hong Kong’s venue that is "raising the game".

Among the beer-serving touchpoints at Kai Tak Stadium, "THE CHAMPION" spans 100 meters, making it one of the longest sports bars in Asia, according to the release. Located on the second floor of the East Concourse, the bar features a quarter of the taps in the stadium, offering a selection of fresh draught Carlsberg beer and cider brands, including Carlsberg, 1664, Somersby, and more. Additionally, "THE CHAMPION' provides Carlsberg 0.0, an alcohol-free and low-calorie alternative to cater to the diverse needs and preferences of all visitors.

To promote the partnership, Carlsberg has released a video on its Facebook and Instagram pages featuring local singer and its ambassador Alfred Hui. The video shows him getting a sneak peek of the stadium while enjoying a glass of Carlsberg beer. "Carlsberg teaming up with Kai Tak Sports Park, the perfect partnership? probably!" the post reads.

Nathaniel Moxom, managing director of Carlsberg Hong Kong and Taiwan, said: “We are delighted to announce Carlsberg's partnership with KTSP. By joining forces with KTSP, we are poised to enhance our brand presence and provide probably the best beer experiences for our international clientele.”

“This partnership underscores our dedication to quality and innovation, reinforcing Carlsberg as the beer of choice for every occasion. We are excited about the potential brought by this collaboration and look forward to setting new benchmarks at KTSP with Carlsberg,” Moxom added. 

John Sharkey, CEO of Kai Tak Sports Park, said: “Kai Tak Sports Park is delighted to announce our partnership with Hong Kong’s pre-eminent beer supplier, Carlsberg. Their commitment to the sports and entertainment sector is well-established and fits with reinforcing our home venue ambitions. We look forward to seeing the happy faces on our guests when they get a chance to enjoy Carlsberg’s products at KTSP in the years to come.”

MARKETING-INTERACTIVE has reached out to Carlsberg for more information. 

Don’t miss: Kai Tak Sports Park taps Cathay as exclusive founding travel partner

Recently, KTSP has tapped Cathay and HSBC as its exclusive founding travel partner and exclusive premier founding partner respectively.

Cathay and KTSP will introduce the first aviation-themed immersive experience in the Greater Bay Area with the Cathay-branded West Bridge, which connects the Sung Wong Toi MTR station with Kai Tak Stadium to engage the Hong Kong community and rekindle people’s collective memory of the airline’s journey from its roots, and World Flyer, a space dedicated to Kai Tak Airport in the form of a scaled-down representation of its major facilities to providing a welcoming learning environment for community interaction. 

Meanwhile, both HSBC and KTSP will leverage their strengths to collaborate in five key areas for creating unique experiences: brand integrations, win-win business opportunities, marketing and communications, community engagement, and premium hospitality offerings. These efforts are designed to deliver an exceptional experience for all guests.

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