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Carlsberg and Liverpool FC: A Commitment to Inclusion

In a significant move towards inclusivity, Carlsberg has partnered with Liverpool FC (LFC) to create a unique experience for fans attending matches. During a recent game against West Ham, they introduced a British Sign Language (BSL) performance of the iconic anthem, "You'll Never Walk Alone." This initiative not only aims to enhance the matchday atmosphere but also to ensure that fans who are deaf or hard of hearing feel included in the lively environment of Anfield Stadium.

Carlsberg and LFC understand that many fans are left out during matchdays due to a lack of accessibility. Therefore, they joined forces with the British Deaf Association (BDA) to teach attendees how to sign the anthem in BSL. This initiative was not just a one-time event; it marks the beginning of a long-term commitment to improve access to football for all fans. Many fans, particularly those who are deaf or hard of hearing, have expressed a desire to participate in the singing during matches but often feel excluded because they cannot hear the crowd's cheers or join in. Carlsberg's research highlights a significant gap in inclusion within the sport, revealing that 81% of deaf and hard of hearing fans want to join in the singing but feel unable to do so.

The emotional and communal aspects of live sporting events are vital for creating a sense of belonging. Yet, 74% of those surveyed by Carlsberg feel disconnected from the matchday atmosphere, leading to feelings of isolation. The absence of the crowd's roar and collective chants often deprives these individuals of the camaraderie and excitement integral to the live experience. Alarmingly, 95% of deaf and hard of hearing fans feel marginalized in pubs and fan zones, discouraging them from attending live sporting events, indicating an urgent need for change.

To further bolster this endeavor, Carlsberg and LFC will provide BSL interpreters at every home game for both men's and women's teams. These interpreters will be tasked with signing not only pre-match commentary but also the anthem. The initiatives won't stop there, as Carlsberg plans to train LFC bar staff in sign language and provide training sessions for staff in fan bars and pubs worldwide, including select Greene King Sports pubs in Merseyside.

Lynsey Woods, Global Brand Director at Carlsberg, stated, "One of the most beautiful aspects of football is the shared roaring and raw emotions that create a sense of belonging connecting millions of people. That collective experience is only truly achieved when everyone has access to it. As a proud partner of Liverpool FC for over three decades, we strive to provide fans with the best experiences and help eliminate barriers for those who cannot attend. By introducing sign language at the heart of Anfield, we are not just teaching signs but are also sending a message for a more inclusive and accessible game for all who wear red."

Rishi Jain, Director of Impact at Liverpool FC, expressed pride in launching this initiative, stating that it aligns with the values of the anthem "You'll Never Walk Alone." He emphasized that by teaching fans in Anfield to sign the anthem in BSL, they are giving something back to the deaf and hard of hearing community, ensuring they feel more integrated on matchdays.

This long-term commitment to inclusion will enhance the experience for all fans, reinforcing LFC's ongoing "Red Together" strategy, which aims to make the club accessible and inclusive for everyone. This meaningful integration during a special match in the 2025/26 season reflects the club's dedication to fostering a sense of belonging for all supporters.

With these initiatives, Carlsberg and LFC are paving the way for a more inclusive approach to football, where all fans, regardless of their hearing ability, can share in the joy and excitement that comes with each match.

The need for inclusion in sports is clear. With innovative strategies like BSL performances, both Carlsberg and Liverpool FC are championing a future where everyone can partake in and treasure the communal experience of football.