Carlsberg Challenge Trophy & EPL Viewing Party


I’m not into horse racing but it is kinda fun to watch the races once in a while and over the years I’ve been to the Selangor Turf Club twice before for various events.

So I picked up June and we headed over on a very sunny afternoon on 4 August 2013 for the official launch of HEST which is the bar and kitchen of the Selangor Turf Club and the 2013 Carlsberg Cup race. 

“Hest” is the Danish word for horse and thus the outlet was named such to reflect Carlsberg’s 3-year race sponsorship with the club. HEST is located at Level 1, beside the concourse area, and has a seating capacity of 250 people. HEST offers a great view of the races as patrons can watch the races on the High Definition LED screens fitted in this restaurant or by simply going outdoors for a closer view. Furthermore, patrons can chill in the aircon and easily place their bets at the many counters in the outlet.


Just what I needed on a bright sunny day!
Just what I needed on a bright sunny day!
With June my partner in crime for the day and Chui Ling who was hosting the event
With June my partner in crime for the day and Chui Ling who was hosting the event
Chairman of Selangor Turf Club, Tan Sri Datuk Richard Cham and the management from Carlsberg Malaysia having the customary “yam seng”!
The horses are paraded by their riders before each race starts. Chui Ling was explaining that skinny horses were sometimes better at short distances while the larger ones better at long distance races.
The horses are paraded by their riders before each race starts. Chui Ling was explaining that skinny horses were sometimes better at short distances while the larger ones better at long distance races.
The horses sprinting on the final stretch
Close to the finish line!
And finally a photo finish! Unfortunately the horse I chose didn’t win…
Mr Henrik Juel Andersen presenting the prizes to the winning connections of the 1st leg of the 2013 Carlsberg Cup race.
Spotted the gorgeous Shermaine Chow there too!
Spotted the gorgeous Shermaine Chow there too!



The 2013 Carlsberg Challenge Series offers a total prize money of RM495,000.00 and consist of three races with the 1st Leg, set at a distance of 1,200 metres that was won by Dark Matter from the Hippocrates Stable.

The 2nd leg is set at a distance of 1400 metres and has been scheduled on 15 September 2013, while the final race, the 1600 metres Carlsberg Cup will be held on 19 October 2013.

The first and second leg will be paying RM125,000 each while the best of the best will converge for the final leg that carries a prize money of RM175,000. The horse that accumulates the highest points will be declared as the Champion Horse and will be awarded a bonus of RM20,000. An additional bonus of RM50,000 will be awarded to the single horse that captures all three races. The paid out bonuses are to be shared between the winning owner and trainer on the ratio of 80% to Horse Owner and 20% to the Trainer

Managing Director of Carlsberg Malaysia Henrik Anderson remarked that Carlsberg and sports has a long history and in Malaysia is already synonymous with golf, rugby and football. Adding feather to its cap, Carlsberg ventures into horse racing which is also a popular sport in Malaysia and this partnership forges a dynamic synergy based on its shared values of stature, traditional heritage and pedigree.

Last year, a total cash prize of RM375,000 was awarded to winners of three legs of Carlsberg Cup Challenge series. This year, Carlsberg is glad to raise the bar by increasing the sponsorship value to RM425,000 across three races.

More info on HEST at

More info on Carlsberg at

Photo credits: Carlsberg Malaysia and author’s own




Carlsberg EPL Viewing Party


Headed over to the COBRA Club beside Padang Astake, Petaling Jaya on 24 August 2013 for the Carlsberg EPL Viewing Party for the EPL match between Fulham and Arsenal.

The viewing party also featured the launch of the Carlsberg BPL consumer campaign and was held inside the newly renovated COBRA Club which was given a touch of BPL hospitality with iconic elements found in the VIP hospitality lounge of some of the top flight English Premier League clubs.

Didn’t see much Manchester United stuff although there was a replica of the Liverpool Legends mural created by renowned Japanese graffiti artist, Dragon 76, and the long bar in the Carlsberg Lounge at Anfield, the stadium of Liverpool Football Club (and MU’s most bitter rivals!). As Carlsberg also directly sponsors Arsenal, there was also an Arsenal wall showcasing the history of the Gunners, while part of the pub was also turned into a BPL gallery, complete with authentic BPL paraphernalia.



MD of Carlsberg Malaysia Henrik Anderson with the Carlsberg “trophy”.
The Carlsberg Malaysia management team



Much to my dismay, Arsenal won 3-1.

Anyway here’s some info on the consumer campaign:

As part of the first phase of the consumer campaign, Carlsberg will reward its consumers with limited edition Carlsberg BPL football merchandise at various outlets, eateries, pubs, bars and super/hypermarkets nationwide.

Carlsberg brand ambassadors will make appearances at participating eateries to conduct the Carlsberg BPL Spin & Win contest. Each spin, based on purchase, offers the opportunity for the consumer to take home limited edition BPL merchandise including jerseys, lighters, umbrellas and more.

Carlsberg will also be sending avid football fans to experience all-expenses-paid trips to the UK to watch live Premier League matches of their choice. As Carlsberg is the official beer of BPL, Carlsberg has access to all 20 EPL football club stadiums.

The prize entails being picked up by a friendly Carlsberg brand ambassador at the airport, chauffeured to a trendy hotel and served a meal fit for a football legend, and get pampered like a VIP for a 3D2N stay in the UK. You will visit one of the iconic football stadiums and get access to the private Carlsberg VIP Hospitality Lounge where you will not only watch a football match in style but, if luck is on your side, also have the opportunity to meet your favourite football player or a living legend while enjoying ice-cold Carlsberg!

You can stand a chance to win the trip by participating in the ‘Price for Passion’ Facebook contest that challenges football fans to prove how far they would go to score this once-in-a-lifetime experience. Besides the trip, authentic BPL merchandise including signed jerseys by a football star of one’s choice are also up for grabs. So be bold and head over to to pledge your “price”. In addition to the online contest, you can also try to win this ultimate experience via exclusive contests in selected newspapers.

Carlsberg will also be holding football viewing parties at selected locations nationwide throughout the season where football fans will get to enjoy the clash of top clubs in HD, and also have the opportunity to win more BPL collectibles.

More info at

Photo credits: Carlsberg Malaysia

And there’s the Chinese press release:




(雪兰莪26日讯)  英超联赛再度火热登场。在未来3年內,Carlsberg将成为赛会的官方啤酒;马来西亚足球迷的每一个周末,将充满足球赛带动的紧张刺激和激情。试问还有什么方式比一手握着一杯冰冷的Carlsberg,一边观赏英超联赛来得更加享受?






Carlsberg可以让您梦想成真。作为英超联赛的顶级啤酒,Carlsberg 提供尊贵的英超贵宾之旅,这是金钱难买的足球体验。

赢取这项大奖的方式之一是参加“Price for Passion面子书竞赛,挑战足球迷使出浑身解数,以争取这毕生难逢的最高足球体验。


马来西亚Carlsberg集团董事经理Henrik Andersen指出,“Carlsberg的英超联赛活动將为大马人带来史无前例,无可匹比的最高超级联赛体验。作为官方啤酒,Carlsberg拥有资格、管道和联络网,在长达9个月的消费者和足球迷活动中,奖励我们的顾客。”



Carlsberg英超联赛活动的推介礼将在一个经典的英式酒吧COBRA Club举行。该酒吧是以顶尖的英超球队的贵宾室为参考,进行内部装潢,这包括仿制著名的日本涂鸦艺术家Dragon 76创作的利物浦足球名将壁画,以及利物浦足球俱乐部家乡安菲尔德的Carlsberg酒吧内的长形吧台。此外,该酒吧也有一面阿申纳墙展示球队球员的辉煌史,酒吧的一部分布置成英超联赛专区,展示正宗的英超联赛精品。


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