#Denmark #Copenhagen #Inclusion #Carlsberg #Liverpool FC

Carlsberg and Liverpool FC Unite for Inclusion

In a groundbreaking initiative, Carlsberg, in collaboration with Liverpool FC (LFC), has taken significant strides towards making football more inclusive. On February 28, 2026, before a match against West Ham, a momentous event unfolded as fans were invited to sing the iconic anthem, "You'll Never Walk Alone," in British Sign Language (BSL). This endeavor serves as a pivotal step in ensuring that Anfield Stadium’s electrifying atmosphere is accessible for all supporters, setting a precedent for future inclusivity in the sport.

Formed with a commitment to accessibility, the joint efforts of Carlsberg, Liverpool FC, and the British Deaf Association aim to bridge the gap that has persistently left many fans feeling isolated during match days. According to research conducted by Carlsberg, a staggering 82% of Danish deaf and hard-of-hearing fans desire to participate in matchday songs but feel hindered from doing so, leading to feelings of exclusion. Furthermore, 70% of these individuals report a lack of connection to the live match atmosphere due to missed cheers and communal singing, which are vital to the overall experience of being at a game.

Contentment during the game is not just about witnessing the plays; it is about being part of a larger community. Unfortunately, 97% of the Danish deaf and hard-of-hearing fans express feelings of exclusion in pubs and fan zones, deterring them from attending live sports events. Recognizing this pressing need for change, Carlsberg remains resolute in their mission to enhance access to the best experiences in football beyond the final whistle on February 28, 2026.

As part of the ongoing commitment, Carlsberg and Liverpool FC announced they would provide BSL interpreters for all home games, both women’s and men’s, following the West Ham match. Dubbed “Fan Interpreters,” these professionals will sign commentary before the game and the anthem “You'll Never Walk Alone,” with hopes to expand their role in the next season to ensure deaf and hard-of-hearing fans fully experience this vital part of the matchday.

To address the exclusion faced by a remarkable 91% of Danish deaf fans on matchdays, Carlsberg is also committed to training LFC bar staff in basic sign language and offering sign language lessons to employees in LFC fan bars and pubs, including various Greene King pubs throughout the UK. Such initiatives emphasize Carlsberg’s core belief in the power of football driven by collective passion.

Lynsey Woods, Global Brand Director at Carlsberg, highlighted, "One of the most beautiful aspects of football is the shared joy and raw emotions it brings. It creates a sense of belonging that unites millions. However, this sense of community is only genuine when everyone can participate. As a proud partner of Liverpool FC for over 30 years, we have worked together to ensure fans receive the best experiences and to eliminate barriers for those missing out. By incorporating sign language at the heart of Anfield, we are not just teaching signs; we are committing to a more accessible and inclusive game for all who bleed red."

Rishi Jain, Director of Impact at Liverpool FC, shared similar sentiments by stating, "Together with Carlsberg, we are honored to introduce an initiative that truly embodies the spirit of ‘You'll Never Walk Alone.’ By teaching fans at Anfield the anthem in British Sign Language, we give back to our deaf and hard-of-hearing supporters, ensuring they feel more integrated into the matchday experience."

This long-term commitment to BSL interpreters along with a broader initiative for supporter inclusion forms the heart of Liverpool FC's ongoing 'Red Together' strategy, designed to make the club accessible and inclusive for all. The launch of this strategy during the dedicated 2025/26 'Red Together' campaign adds great significance to the initiative, signaling a hopeful future for inclusivity in football.

In conclusion, the collaboration between Carlsberg and Liverpool FC marks a watershed moment for football, illustrating the importance of ensuring that every fan feels a part of the beautiful game. This effort not only serves the deaf community but promotes a universal sense of belonging amongst all fans, proving that the essence of football lies in the shared passion it inspires.