Carlsberg unveils tram parade to celebrate Hong Kong Sevens

To celebrate the upcoming Cathay/HSBC Hong Kong Sevens, Carlsberg, the official beer brand of the event, will host a series of special activities featuring two Liverpool FC legends David James and Sami Hyypiä, including a tram parade that will travel across Hong Kong streets

From 5 to 7 April 2024, a Carlsberg "HK7s" tram will be making its way through the busy city streets in Hong Kong, spreading the vibrant ambiance of the Hong Kong Sevens beyond its premises.

On 7 April, the two football legends will join the Hong Kong, China Rugby Team stars Max Woodward and Kyle Sullivan in a cross-sport challenge.  

As part of the challenge, a giant inflatable dartboard will take centre stage, challenging the players’ passing accuracy and showcasing abilities that transcend both football and rugby.  

Besides offering Carlsberg beer for sale at the venue this year, the brand will also introduce "Carlsberg 0.0," a low-calorie and alcohol-free alternative during the event. This allows fans at the event to raise their glasses and savour a drink at any time and any place.  

Furthermore, Carlsberg ambassador and local singer Alfred Hui will be joining the celebrations on 5 April and 6 April. Citizens will have the chance to meet the two LFC Legends in person on 7 April.  

Don't miss: Carlsberg unveils local exclusive can art for HK Stadium's farewell match

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

Most recently, Carlsberg joined forces with local digital artist Isaac Spellman to co-create the brand’s first local exclusive can art to celebrate the upcoming rugby event in Hong Kong. The special limited-edition can is launched to serve as a tribute to this final event at the iconic Hong Kong Stadium.

Available at convenience stores from 1 March 2024, the can fuses a unique illustration style that blends retro and pop elements. It features the Carlsberg's iconic rich green colour, bold lines and vibrant colour tones, artfully reproducing Hong Kong Stadium's canopy and seating, representing the exhilarating energy of rugby sevens and the electrifying atmosphere within the stadium. 

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