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05 Mar 2024
Swire Properties and Liverpool Football Club Partner to bring exclusive “Welcome to Anfield – The LFC Experience” To the Chinese Mainland and Hong Kong
  • Swire Properties and the Liverpool Football Club’s (LFC) inaugural collaboration will bring a unique celebration of global sports culture to the Company’s Guangzhou, Chengdu and Hong Kong shopping malls;
  • The “Welcome to Anfield – The LFC Experience” will ‘transport’ visitors to one of the sport’s most famous stadiums where they can share amazing moments and experience the beloved club’s memorabilia;
  • Apart from snapping photos with LFC’s precious trophies, visitors can also practise their football skills via themed games


Swire Properties and the Liverpool Football Club (LFC) are teaming up for the first time ever to bring the immersive "Welcome to Anfield – The LFC Experience", at three of the Company’s shopping malls across the Chinese Mainland and Hong Kong – Taikoo Hui in Guangzhou, Taikoo Li Chengdu and Cityplaza in Hong Kong.

A quintessential football fandom experience, this collaboration will bring the spirit of Liverpool FC to life like never before, for young and old, through a series of unique events.

The experience begins as visitors enter the distinctive Shankly Gates and players’ tunnel and pass under the famous “This is Anfield” sign. Or they can feel the excitement of being in the crowd at The Kop – the iconic stand renowned for gathering the most passionate fans who become the essential “12th man” of the LFC team, as they roar their support and sing the “You’ll Never Walk Alone” anthem – and capture this moment with an unforgettable photo.

Visitors can also snap a photo with LFC’s precious trophies; explore a locker room displaying jerseys of the club’s current players; examine the Champions Wall, which chronicles the major honours LFC has won over more than a century; and take a close look at hand-picked artefacts that showcase the club’s six remarkable triumphs in the European Cup – more than any other football club in England. Visitors can practise and show off their skills at football-themed games.

Han Zhi, Director, Retail at Swire Properties, said, “We’re delighted to be partnering with LFC for the first time to create a truly unique experience, one that will offer a new perspective on global sports culture. At Swire Properties, we always look beyond the conventional to create vibrant places, and just as Anfield is the iconic home to LFC fans around the world, our shopping malls are a reflection of our dynamic local communities.”

Ben Latty, Liverpool FC Commercial Director, said, "We’re really excited to collaborate with Swire Properties to create this incredible interactive, fun, entertaining and memorable series of events for LFC supporters in the Chinese Mainland and Hong Kong. As a club with fans based all around the world, it’s incredibly important that we take the opportunity to engage with those who may not get the chance to experience Anfield for themselves – so we’re bringing The LFC Experience to them!”

The three-city "Welcome to Anfield – The LFC Experience" tour will kick off in Guangzhou, and then travel to Chengdu and Hong Kong. Admission is free.

  1. Taikoo Hui Guangzhou: 16 to 31 March 2024
  2. Taikoo Li Chengdu: 24 June to 14 July 2024*
  3. Cityplaza, Hong Kong: 1 August to 1 September 2024*

*Dates are subject to change. Please check Swire Properties and Liverpool FC’s official platforms for details.


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About Swire Properties
Swire Properties develops and manages commercial, retail, hotel, and residential properties, with a particular focus on mixed-use developments in prime locations at major mass transportation intersections. Swire Properties is listed on the Main Board of the Stock Exchange of Hong Kong and its investment portfolio in Hong Kong comprises Taikoo Place, Pacific Place, Cityplaza, Citygate Outlets. The Company’s completed portfolio in Hong Kong comprises approximately 16.5 million sq ft (approximately 1.54 million sqm) of space.

In the Chinese Mainland, Swire Properties has six completed mixed-use developments in Beijing, Shanghai, Guangzhou and Chengdu. They include Taikoo Li Sanlitun and INDIGO in Beijing, HKRI Taikoo Hui and Taikoo Li Qiantan in Shanghai, Taikoo Hui Guangzhou and Taikoo Li Chengdu.  INDIGO II in Beijing, Taikoo Li Xi'an, two new, mixed-use projects in Shanghai and a new retail project in Sanya are currently under development. The Company’s completed portfolio in the Chinese Mainland comprises approximately 14.1 million sq ft (approximately 1.31 million sqm) of space.

In addition to Hong Kong and the Chinese Mainland, the Company has investments in the United States, Indonesia, Vietnam and Thailand.

Visit Swire Properties’ website at


Liverpool Football Club
Founded in 1892, Liverpool FC is one of the world’s most historic and famous football clubs, having won 19 League Titles, including the Premier League, eight FA Cups, ten League Cups, six European Cups, three UEFA Cups, four European Super Cups, 16 Charity Shields, two Women’s Super League titles and one Women’s Championship.

  • As a socially responsible Club, Liverpool FC is proud of the work it does via the award-winning The Red Way, its ongoing commitment to creating a better future for its people, its planet and its communities. This includes efforts to improve club-wide sustainability, enhance Equality, Diversity & Inclusion in all areas, and create life changing opportunities for children and young people in Merseyside and beyond thanks to its official charity, LFC Foundation.