Twenty years after one of the most iconic nights in football history, Carlsberg is marking the anniversary of the “Miracle of Istanbul” with the launch of a limited-edition collector’s can and a playful, nostalgia-filled short film starring three Liverpool legends.
The “Miracle Can” pays tribute to the unforgettable 2005 UEFA Champions League final, where Liverpool FC overcame a 3-0 halftime deficit against AC Milan to win the match in a dramatic penalty shootout — a moment etched in the memories of fans around the world.
To celebrate the occasion, Carlsberg reunited three key figures from that historic night: Jerzy Dudek, Sami Hyypiä, and Vladimír Šmicer. In the film, the can rolls along a production line to a dramatic operatic version of the fan anthem “Allez Allez Allez”, performed by Hyypiä. Šmicer then gives the can a kiss for good luck before catching it mid-air in a cinematic moment full of charm and football nostalgia.
Louise Bach, Global Sponsorship Director at Carlsberg, commented: “At Carlsberg, we are incredibly proud of our 30+ year partnership with Liverpool FC. This campaign celebrates not only a legendary football moment, but also the enduring connection between the club, its fans, and our brand.”
The campaign will roll out across social media, online video platforms, e-commerce, retail activations, and internal communications, showcasing Carlsberg’s commitment to blending storytelling and fan engagement.
Carlsberg has been a longstanding partner of Liverpool FC since 1992, and renewed its sponsorship in 2023 to continue through at least 2034 — one of the longest-running brand-club partnerships in sports.
With the Miracle Can, Carlsberg turns a simple beverage into a symbol of triumph, passion, and unforgettable moments, reinforcing that the spirit of football lives far beyond the pitch — sometimes, even in the palm of your hand.
