Carlsberg and Liverpool FC Champion Inclusivity with BSL Anthem

Carlsberg, in collaboration with Liverpool FC, has taken a pivotal step to enhance inclusivity at Anfield Stadium. Partnering with the British Deaf Association, they taught fans to perform "You'll Never Walk Alone" in British Sign Language (BSL) during the West Ham game on February 28, 2026. This initiative aims to create an inclusive atmosphere during the Club's 'Red Together' match, which celebrates equality and diversity.

Research by Carlsberg revealed that 66% of German Deaf fans desire to join matchday chants but feel excluded. To address this, Carlsberg and LFC will provide BSL interpreters for every home match. Dubbed "Fan Interpreters," they promise to enhance the experience for Deaf fans. Additionally, LFC bar staff will receive sign language training.

This effort reaffirms Carlsberg's belief in football's power to unite through shared passion. Lynsey Woods, Global Brand Director, emphasized the importance of removing barriers for inclusion. Rishi Jain, Impact Director at Liverpool FC, highlighted this initiative as a core part of their 'Red Together' strategy.