Carlsberg and Liverpool FC Enhance Matchday Experience for Deaf Fans

Carlsberg, in collaboration with Liverpool FC (LFC), has launched an initiative aimed at making matchday experiences more inclusive for Deaf and hard of hearing fans. On February 28, 2026, during the highly anticipated game against West Ham, supporters at Anfield Stadium will participate in a British Sign Language (BSL) rendition of the iconic anthem “You’ll Never Walk Alone.”

This initiative responds to a significant gap in inclusion within football, where many fans have felt sidelined. According to research conducted by Carlsberg, approximately 92% of Deaf and hard of hearing fans in Malaysia desire to engage in matchday chants but often feel excluded. The emotional highs associated with live sports are frequently lost on these individuals, leading to feelings of isolation, as 72% report disconnect from the stadium atmosphere.

Recognizing this need for change, Carlsberg and Liverpool FC are committed to ensuring accessibility goes beyond just one game. Following the West Ham match, BSL interpreters—referred to as “Fan Interpreters”—will be present at every men’s and women’s home match. These interpreters will sign pre-match commentary and lead the crowd in “You’ll Never Walk Alone,” with plans to expand their roles in future seasons.

To address the broader challenges faced by Deaf and hard of hearing fans, Carlsberg is also implementing training programs for LFC bar staff in basic sign language. This will extend to staff in LFC fan bars and select Greene King pubs across the UK. Lynsey Woods, Global Brand Director at Carlsberg, emphasized the importance of collective passion in football, stating, “The roar is only truly collective when everyone has access to it.”

Rishi Jain, Director of Impact at Liverpool FC, echoed this sentiment, highlighting the initiative’s alignment with LFC’s “Red Together” strategy, which focuses on inclusivity and accessibility. “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,” Jain remarked. The launch during the dedicated 2025/26 Red Together match adds significance to this initiative, reinforcing a long-term commitment to enhancing the matchday experience for all fans.

This collaboration between Carlsberg and Liverpool FC reflects a broader commitment to fostering an inclusive culture within football. By integrating BSL into the matchday experience, the organizations are taking vital steps towards ensuring that every fan feels a part of the game, transforming Anfield into a more welcoming environment for all.