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Carlsberg and Liverpool FC: A Commitment to Inclusion

In an exciting move to promote inclusivity, Carlsberg, in collaboration with its long-standing partner Liverpool FC (LFC), has made significant strides to enhance the matchday experience for all fans. By incorporating British Sign Language (BSL) into the performance of their iconic anthem, "You’ll Never Walk Alone," Carlsberg is striving to create an environment where every supporter feels valued and included.

On February 28, 2026, before the Reds' match against West Ham, a unique performance took center stage. Fans at Anfield were taught how to sign the cherished anthem, showcasing not just the spirit of the game, but also a commitment to accessibility and community. This wasn’t just a singular event; it marked the beginning of a long-term endeavor aimed at making football experiences more inclusive for those with hearing impairments.

Bridging the Inclusion Gap

A recent study commissioned by Carlsberg has unveiled a stark reality: a staggering 81% of deaf or hard-of-hearing fans wish to engage in matchday chants, yet they feel they lack the means to participate fully. Their experiences often lead to feelings of disconnection and longing as they miss out on the electrifying atmosphere that characterizes live sports. Alarmingly, 95% of deaf fans report feeling excluded in pubs and fan zones, which can deter them from attending live events altogether.

Carlsberg recognizes this pressing issue and is dedicated to altering the landscape of football fan engagement. In a significant expansion of this initiative, the brand will ensure that BSL interpreters are present at all home games for both men's and women's teams following the West Ham match. These interpreters, referred to as 'Fan Interpreters,' will facilitate a deeper connection among fans, delivering pre-match comments and rendering the anthem in BSL. The goal is to enrich the experience and extend their roles in future seasons, ensuring that crucial parts of the game do not elude those with hearing difficulties.

Expanding Accessibility Beyond the Stadium

Furthermore, Carlsberg is taking the initiative a step further by training Liverpool FC bar staff in basic sign language. This will not only enhance communication at Anfield but also extend to various pubs and fan zones internationally, including selected Greene King Sport venues across Merseyside. This effort underscores the fundamental belief that football's true power lies in its ability to unite people from all walks of life.

Lynsey Woods, Global Brand Director at Carlsberg, expressed, "One of the greatest joys of football is the shared roar of the crowd and the euphoric explosion of collective happiness. It fosters a sense of belonging that connects millions. However, this experience can only be truly collective if everyone has access to it. As proud partners of Liverpool FC for over 30 years, our collaboration aims to erase barriers for those who might otherwise miss out. By embedding sign language into the core of Anfield’s atmosphere, we are not merely teaching a skill; we are affirming our commitment to a more inclusive and accessible football experience for all who bleed red."

A Step Towards Inclusivity for All

Rishi Jain, Director of Impact at Liverpool FC, emphasized the importance of this initiative, stating, "Together with Carlsberg, we are proud to offer this initiative that embodies the essence of 'You’ll Never Walk Alone.' Teaching the anthem in BSL allows us to give back to our deaf and hard-of-hearing fans, ensuring they feel more integrated into matchday experiences. This long-term commitment to BSL interpreters and inclusivity is central to our 'Red Together' strategy, reinforcing our pledge to make the club accessible for everyone. Launching during our Red Together match adds special significance."

Conclusion

Carlsberg and Liverpool FC’s innovative initiative sets a new standard for inclusivity in sports. By actively engaging with the deaf and hard-of-hearing communities, they are paving the way for a more equitable and inclusive atmosphere in football, where every fan can partake in the joy of the game. This collaborative effort not only represents a heartwarming commitment to fans but also serves as an inspiring model for other clubs and organizations looking to make their events more accessible.

The march towards inclusivity in sports is just beginning, and with endeavors like these, the future of football looks promising — everyone truly belongs here.