COPENHAGEN, Denmark, March 1, 2026 /PRNewswire/ — Carlsberg and its long standing partner, Liverpool FC (LFC), is taking a significant step to ensure the electric atmosphere of Anfield Stadium is accessible to every supporter.
Carlsberg and Liverpool FC bring fans together to sign the iconic anthem, You’ll Never Walk Alone, in British Sign Language. Performed ahead of the Club’s match against West Ham on Saturday 28th February, the moment kicks off the beginning of a long term commitment to give fans more access to more of the best in football.
Recognising too many fans have been left on the sidelines of the match day experience, Carlsberg worked with Liverpool FC and the British Deaf Association (BDA) to teach fans at Anfield to perform a rendition of “You’ll Never Walk Alone” in British Sign Language (BSL). This initiative will turn the iconic anthem into a truly inclusive experience during the West Ham game on 28th February, which is also recognised as the Club’s official ‘Red Together’ match, celebrating the Club’s commitment to equality, diversity and inclusion.
Research from Carlsberg highlights a significant inclusion gap in football, as 92% of Deaf and hard of hearing fans in Malaysia wish to participate in matchday chants but feel unable to do so. This lack of accessibility leads to a sense of isolation, with 72% of those affected feeling disconnected from the stadium atmosphere.
By missing out on the roar of the crowd and collective singing, these individuals are frequently deprived of the camaraderie and emotional highs that define the live sporting experience.
With 94% of Deaf and hard of hearing fans in Malaysia admitting that feeling excluded in pubs and fan zones has deterred them from attending live sports, the need for change is clear. Carlsberg is committed to bring more access to more of the best in football long after the final whistle on February 28th, 2026.
Carlsberg and LFC are establishing a new normal by guaranteeing BSL translators for fans at every men’s and women’s home match after the West Ham game. Dubbed “Fan Interpreters” they will sign pre-match commentary and “You’ll Never Walk Alone” with hopes to expand their role further next season, ensuring Deaf and hard of hearing fans don’t miss out on these key elements of the game.
To combat the exclusion that 85% of Deaf and hard of hearing fans in Malaysia face during the whole of game day – not just during the match itself – Carlsberg is also committing to train LFC bar staff in basic sign-language and providing sign language training to staff in LFC fan bars and pubs, including a number of Greene King pubs in the UK.
This work champions Carlsberg’s core principle that football’s power lies in its collective passion. “One of the best parts of football is the shared roar and raw emotion, the spontaneous explosion of joy. It creates a feeling of belonging that unites millions,” said Lynsey Woods, Global Brand Director at Carlsberg.
“However, the roar is only truly collective when everyone has access to it. As a proud partner of Liverpool FC for over 30 years, we’ve been working together to make sure fans have the best experiences. That means helping to remove the barriers for those who miss out. By introducing sign language into the heart of Anfield, we are not just teaching signs; we are signing our commitment to a more inclusive, accessible game for everyone who bleeds Red.”
This sentiment was echoed by Rishi Jain, Director of Impact at Liverpool FC, who added: “Together with Carlsberg, we’re proud to deliver an initiative that truly lives up to everything that ‘You’ll Never Walk Alone’ means.
“By teaching fans at Anfield how to sign the anthem in British Sign Language, we wanted to give something back to our Deaf and hard of hearing supporters and with the campaigns aim of ensuring that they feel more included in the matchday experience.
“This long-term commitment to BSL translators and wider supporter inclusion sits at the heart of our ongoing ‘Red Together’ strategy to make both our club accessible and inclusive to all, and its launch during our dedicated 2025/26 Red Together match makes it especially meaningful.”
This groundbreaking initiative is Carlsberg’s powerful commitment to giving all fans more access to more of the best of football, moving beyond the pitch to build a genuinely inclusive global fan culture.
Carlsberg and Liverpool FC bring fans together to sign the iconic anthem, You’ll Never Walk Alone, in British Sign Language. Performed ahead of the Club’s match against West Ham on Saturday 28th February, the moment kicks off the beginning of a long term commitmentto give fans more access to more of the best in football.
