Carlsberg and Liverpool FC Unveil Inclusive Matchday Experience with BSL Performance

Carlsberg and Liverpool FC: A Groundbreaking Inclusive Experience

In a remarkable display of inclusivity, Carlsberg has partnered with Liverpool FC to launch an innovative initiative aimed at embracing every fan during matchdays. This initiative received its highly anticipated debut during the match against West Ham on February 28, 2026, where supporters were invited to sing the iconic anthem 'You'll Never Walk Alone' in British Sign Language (BSL). This moment not only commemorated the passion of Liverpool FC supporters but also reinforced Carlsberg's commitment to improving accessibility in sports.

Recognizing that many Deaf and hard of hearing fans have often felt sidelined in the vibrant atmosphere of Anfield Stadium, Carlsberg, alongside Liverpool FC and the British Deaf Association, orchestrated a program designed to bridge this gap. Research by Carlsberg reveals that a staggering 81% of Deaf fans wish to partake in matchday chants but have felt unable to do so due to a lack of accessibility, leading to a pronounced sense of isolation for 74% of respondents who feel disconnected from the crowd. The camaraderie, electrifying emotions, and shared experiences that define live sporting events have largely remained out of reach for these individuals.

The successful performance of 'You'll Never Walk Alone' in BSL is part of Carlsberg and Liverpool FC's broader commitment to enriching the matchday experience for all supporters. The move was aptly introduced during the Club’s official 'Red Together' match, symbolizing their continued focus on equality, diversity, and inclusion. To ensure that the integration of BSL becomes a regular fixture, Carlsberg has pledged to have BSL interpreters present at every home match for both the men's and women's teams, allowing Deaf fans the opportunity to enjoy pre-match commentary and the iconic anthem.

In addition, the initiative also includes training LFC bar staff in basic sign language and extending sign language training to staff members at fan zones and pubs across the globe. This will further enhance the inclusion of Deaf fans who frequently encounter barriers that deter them from engaging in live sporting environments.

Lynsey Woods, Global Brand Director at Carlsberg, highlighted the importance of shared experiences in football. “Football’s real power lies in the collective passion of its fans. Everyone should be able to partake in the joy and excitement that comes from being at a live game,” she commented. By embedding sign language into the match experience at Anfield, Carlsberg and Liverpool FC are not just changing perceptions but actively fostering an ongoing commitment to inclusivity.

Rishi Jain, Director of Impact at Liverpool FC, echoed this sentiment, noting, “By empowering fans to sign the anthem in BSL, we are providing Deaf supporters with a voice in a space where they often feel excluded. This initiative is a meaningful representation of our dedication to ensuring that every fan feels cherished and included.”

The launch of this initiative during the 'Red Together' match has set a precedent for inclusivity within football culture, aligning closely with Liverpool FC's mission to make the club a welcoming community for all. The partnership between Carlsberg and Liverpool FC is showing that the heart of football is not just about the game on the pitch, but about the people who come together to share in the excitement, passion, and community that the sport brings.

As they look to the future, Carlsberg and Liverpool FC remain steadfast in their commitment to create a more inclusive sporting environment. This initiative not only represents a groundbreaking step in accessibility but also emphasizes the principle that everyone deserves to feel like they belong in the world of football, regardless of their hearing abilities. By prioritizing inclusivity, football can truly live up to the ethos of 'You'll Never Walk Alone', assuring every fan that they will always have a place in the stands.

As the season progresses, fans can look forward to more initiatives aimed at enhancing inclusiveness on matchdays. Carlsberg and Liverpool FC are leading the way in ensuring that every cheer, every chant, and every moment of jubilation resonates with every supporter—because in football, togetherness is everything.