October 9: Partnering with a beer factory located in Chongqing, China, Chinese Super League (CSL) side Chongqing Dangdai Lifan has launched a special beer for the club’s fans. 

The club’s symbolic elements can be found on the beer bottle, which is red and blue with the club’s logo and slogan, “Fight for Chongqing”. Featuring club-themed mugs, umbrellas and lighters, this special brew has become a ground-breaking new avenue for merchandising for Dangdai Lifan, which is also new for other domestic football clubs. 

According to Dong Yihui, Vice-President of the club, the special brew will be on the market soon, after which fans can buy it from the brew’s distributors in Chongqing. Dong also explained the reason why they want to make this difference.

“We need to come up with more new business plans to cover the cost of our further development,” said Dong. “Apart from the beer, we will launch a special Chinese liquor soon.”

Originated in 1994 and located in Chongqing, Dangdai Lifan is a professional club competing in the CSL since 2015. 

Source: eastday

Proofread by William Logsdon