May 2017 saw Walkers host an incredible two-day tournament in one of the Premiership’s most iconic stadiums – Liverpool’s home ground of Anfield. We worked with our client, Molson Coors on behalf of its brand, Carling, to stage a bespoke tournament on the hallowed pitch for a host of on and off-trade Carling customer by delivering full event management for the activity.
The bespoke ‘Carling tournament’ follows on from the Carling Legends activity that took place in Dublin’s Aviva stadium in 2015 and 2016, amplifying the brewing giant’s sponsorship rights as the Official Beer partner of the Premier League. Project managed by Walker Communications’, over 50 guests got to ‘Play on the Pitch’, competing in a mini tournament, followed by a well-deserved pint of Carling at a local ‘fan club’ bar, with the day culminating in a ‘Carling Cup’ awards ceremony.
Walkers were responsible for the booking of flights to booking the accommodation, and the execution of the entire Carling Tournament. We worked with Carling to project manage every aspect of the two-day trip. Our aim was to make this trip as memorable as possible for Carling’s customers, and for those who were Liverpool fans, it’s certainly been an experience that they’ll never forget. From preparing for the games in the official changing rooms, to walking through the tunnel and playing on the pitch, it was an incredible two days. Post event and as a memento of the once-in-a-lifetime trip, Walkers prepared personalised videos for each of the guests, highlighting their most memorable moments during the Carling Tournament.