As a long-time sponsor of Liverpool FC, Carlsberg is releasing a limited-edition can – the Miracle Can – to mark the 20th anniversary of the Miracle of 2005, often hailed as the best match of all time. The 2005 epic match saw Liverpool FC overcome a 3-0 deficit at halftime to ultimately lift the trophy following a nerve-wracking penalty shootout. It is now forever etched in the memories of Liverpool FC fans.
The Miracle Can’s striking Liverpool FC red and Carlsberg green design takes fans on a reminiscent journey through the highs and lows felt on that night in Istanbul 20 years ago. It’s adorned with time stamps linking back to notable moments during the match so drinkers can relive the emotion two decades on, including the utter elation from fans at the final whistle after the club’s miraculous comeback.
To mark the launch of the Miracle Can, the Danish brewer has reunited Liverpool FC legends Jerzy Dudek, Sami Hyypiä, and Vladimír Šmicer for a short film.
The film sees the Miracle Can rolling down the production line as Hyypiä opens with an operatic version of Allez Allez Allez, it then cuts to Šmicer giving the can a kiss of luck like it’s 2005 all over again. Finally, mimicking the crescendo in Istanbul twenty years ago, the can shoots off the conveyor belt to nestle in the gloves of Jerzy Dudek, the same gloves he wore 20-years ago on that night. The same gloves behind the wonder double-save that kept Liverpool FC in the game in the final minutes.
Launching first in the UK on 12th May, supporters will be able to get their hands on the Miracle Can from select retailers and relive the magic of that unforgettable night two decades ago, one sip at a time.
The short film will appear across social media, online video, e-commerce, and internal communications, as well as through in-store and outlet activations.
Carlsberg has proudly stood alongside Liverpool FC since 1992, and with a new agreement signed in 2023, this iconic partnership is set to continue until at least 2034. Over the past three decades, the two have been inseparable, sharing triumphs, enduring challenges, and becoming deeply woven into each other’s DNA. Among the many unforgettable moments, few shine brighter than the Miracle of 2005.
Driven by a commitment to bringing fans closer to the moments that matter, the Danish brewer’s Miracle of 2005 campaign continues its tradition of delivering the very best for Liverpool FC fans.
Lynsey Woods, global brand director at Carlsberg, said: “At Carlsberg, we’ve stood side by side with Liverpool Football Club since 1992, sharing countless memorable moments together during an over 30-year partnership.
“The Miracle of 2005 stands out as an iconic chapter in that shared history. It’s an occasion that resonates deeply with supporters across the globe and it’s why we wanted to commemorate this remarkable anniversary and create something in celebration of the passion and dedication of Liverpool FC fans everywhere.
