This is how Carlsberg celebrates the 20th anniversary of the 2005 Istanbul Miracle

As a dedicated supporter of Liverpool FC, beer brand Carlsberg is reliving one of the most memorable moments in the club’s history, the emotional rollercoaster of the 2005 Champions League final. The brand is offering fans the opportunity to relive the Miracle of Istanbul, the night when the impossible became a reality.

8 May 2025, Copenhagen – Twenty years have passed since the unforgettable moments of the 2005 Champions League final, when Liverpool came from 0-3 down in just a few minutes to win on penalties and make football history. Carlsberg, known as a long-term supporter of the team, is now commemorating the significant anniversary with a special campaign that not only celebrates the brand’s commitment to football, but also the fans who have cherished the memory of the legendary match across generations.

To mark the anniversary, the brand is launching a limited edition, unique beer can that pays tribute to the legendary final of 2005. The packaging is unique in that, in addition to inscriptions evoking key moments from the match, the current results at that time are also displayed. Thus, the can is also a visual journey through time, guiding the fan through the twists and turns that led from a 3-0 deficit to the final victory.

In addition to the festive packaging, a spectacular short film was also produced, in which the three defining players of the legendary match, Jerzy Dudek, Sami Hyypiä and Vladimír Šmicer, can be seen together again. In the film’s playful scenes, a beer can sets off on its journey along the production line. Hyypiä sings “Allez Allez Allez” in operatic style, while Šmicer recalls the kiss he believes brought him good luck. In the finale, the can lands directly in Jerzy Dudek’s iconic gloves – the exact pair he wore during the penalty shootout.

Carlsberg has been a dedicated partner of Liverpool FC since 1992 – the two brands have forged a close alliance, sharing successes, challenges and countless unforgettable moments together. Among these, the 2005 final in Istanbul, the match that forever changed the history of football, holds a special place. The iconic partnership will now continue until 2034, thanks to a renewed agreement in 2023.