Carlsberg brings BSL to Anfield for Liverpool FC fans

Carlsberg has launched a new campaign with Liverpool FC and the British Deaf Association to make one of football’s most powerful rituals more accessible for Deaf and hard of hearing supporters.

Called Signs of Unity, the campaign saw fans at Anfield taught how to sign the words to “You’ll Never Walk Alone” in British Sign Language ahead of Liverpool’s match against West Ham on 28 February.

The aim was simple and affecting: to bring Deaf supporters into a moment that has long defined the club’s matchday experience.

A new film, created with Fold7 and COPA90, captures the reaction of Deaf and hard of hearing fans as thousands of fellow supporters sign the anthem together. It launches today, 20 March, across Carlsberg, Liverpool FC and BDA channels.

The initiative is also designed to last beyond one match. Carlsberg and Liverpool FC say BSL interpreters will now be provided for pre-game commentary and “You’ll Never Walk Alone” at every home game at Anfield and St Helens Stadium. Carlsberg is also working with the BDA to offer BSL training to bar staff at Anfield and in 16 Greene King sports pubs across the UK.

Lynsey Woods, global brand director at Carlsberg, said: “The roar is only truly collective when everyone has access to it.”

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