COPENHAGEN, Denmark, March 1, 2026 /PRNewswire/ — Carlsberg and its long-standing partner Liverpool FC (LFC) are taking an important step to ensure the electric atmosphere at Anfield Stadium is accessible to all fans.
Realizing that too many supporters have been left out of the match day experience, Carlsberg worked with Liverpool FC and the British Deaf Association (BDA) to teach Anfield supporters to perform ‘You’ll Never Walk Alone’ in British Sign Language (BSL). This initiative will transform the iconic anthem into a truly inclusive experience at the West Ham match on 28th February, which is also recognized as the Club’s official ‘Red Together’ match, celebrating the Club’s commitment to equality, diversity and inclusion.
A Carlsberg study highlights a significant inclusion gap in football, with 92% of deaf and hard of hearing fans in Malaysia wanting to participate in match day chants but feel unable to do so. This lack of accessibility leads to a feeling of isolation, since 72% of those affected feel disconnected from the atmosphere of the stadium.
By missing out on the roar of the crowd and collective chants, these individuals are often deprived of the camaraderie and thrills that define the live sporting experience.
With 94% of deaf and hard of hearing fans in Malaysia admitting that feelings of exclusion in pubs and fan zones have put them off attending live sports, the need for change is clear. Carlsberg is committed to providing greater access to more of football’s best long after the final whistle on February 28, 2026.
Carlsberg and LFC establish a new normal by ensuring BSL translators for supporters at every men’s and women’s home match following the West Ham game. Dubbed “Fan Interpreters,” they will sign pre-match commentary and “You’ll Never Walk Alone” in hopes of further expanding their role next season, ensuring deaf and hard of hearing fans don’t miss these key elements of the game.
To combat the exclusion faced by 85% of deaf and hard of hearing supporters in Malaysia throughout the match day – and not just during the match itself – Carlsberg is also committed to training LFC bar staff in basic sign language and providing sign language training to staff at LFC supporters’ bars and pubs, including a number of Greene King pubs in the UK.
This book defends Carlsberg’s fundamental principle that the power of football lies in its collective passion. “One of the best aspects of football is the shared roar and raw emotion, the spontaneous explosion of joy. It creates a sense of belonging that unites millions of people,” said Lynsey Woods, global brand director at Carlsberg.
“However, the roar is only truly collective when everyone has access to it. As a proud partner of Liverpool FC for over 30 years, we work together to ensure fans have the best experiences. That means helping to break down barriers for those who are missing out. By introducing sign language to the heart of Anfield, we are not just teaching the signs; we are signing our commitment to a more inclusive and accessible game for all those who bleed red.”
This sentiment was echoed by Rishi Jain, Impact director at Liverpool FC, who added: “Together with Carlsberg, we are proud to launch an initiative that truly lives up to everything that “You’ll Never Walk Alone” means.
“By teaching Anfield supporters how to sign the anthem in British Sign Language, we wanted to give something back to our deaf and hard of hearing supporters and, as part of the campaign, aim to ensure they feel more included in the matchday experience.
“This long-term commitment to BSL translators and wider supporter inclusion is at the heart of our current ‘Red Together’ strategy to make our club accessible and inclusive for all, and its launch during our dedicated Red Together 2025/26 match makes it particularly significant.”
This groundbreaking initiative demonstrates Carlsberg’s powerful commitment to giving all fans greater access to the best of football, going beyond the pitch to build a truly inclusive global fan culture.
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SOURCE Carlsberg Group
