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 fans were being left out of the match day experience, Carlsberg worked with LFC and the British Deaf Association (BDA) to teach Anfield fans to perform ‘You’ll Never Walk Alone’ in British Sign Language (BSL). This initiative transforms the iconic anthem into a truly inclusive experience at the West Ham match on 28th February, recognized as the Club’s official ‘Red Together’ match, celebrating the Club’s commitment to equality, diversity and inclusion.
Carlsberg research highlights a significant inclusion gap in football, with 81% of deaf and hard of hearing fans wanting to take part in matchday chants but feel unable to do so. This lack of accessibility leads to a feeling of isolation, since 74% 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 characterize the live sporting experience.
95% of deaf and hard of hearing fans admit to feeling excluded from pubs and fan zones, which deters them from attending live sports. The need for change is therefore clear. Carlsberg is committed to providing access to more of football’s best players long after the final whistle on the 28th.th FEBRUARY.
Carlsberg and LFC guarantee BSL interpreters at every men’s and women’s home game following the West Ham match. 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 that deaf and hard of hearing fans face during match days, Carlsberg also trains LFC bar staff in basic sign language and provides sign language training to staff at LFC supporters’ bars and pubs across the world, including some members of the pub team at 16 Greene King Sport pubs across Merseyside.
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, it is only truly collective when everyone has access to it. As a proud partner of Liverpool FC for over 30 years, we have has worked together to ensure fans have the best experiences, helping to remove barriers for those who miss out on this chance. By introducing sign language to the heart of Anfield, we are not just teaching signs; we sign our commitment to a game that is more inclusive and accessible to all those who bleed red.”
Rishi Jain, Impact director at Liverpool FC, 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 to sign the anthem in British Sign Language, we are giving something back to our deaf and hard of hearing supporters, ensuring they feel more included in the matchday experience.
“This long-term commitment to BSL performers 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.”
SOURCE Carlsberg Group
