Liverpool FC and Carlsberg have unveiled a British Sign Language (BSL) version of “You’ll Never Walk Alone” to include the 81% of deaf fans who feel excluded from chants. Developed with the British Deaf Association, the initiative debuts at Anfield on February 28 against West Ham, featuring localized “Scouse” sign variants for cultural authenticity.
Liverpool FC and its long-standing partner Carlsberg have officially unveiled a historic British Sign Language (BSL) adaptation of the club’s world-famous anthem, “You’ll Never Walk Alone.” Developed in close collaboration with the British Deaf Association (BDA), this initiative is designed to transform the matchday experience at Anfield, making one of the most emotional rituals in global sports accessible to the deaf and hard-of-hearing community.
The project is rooted in powerful data: a recent study revealed that 81% of deaf or hard-of-hearing supporters feel a strong desire to participate in stadium chants but often feel isolated during these collective moments. Rather than a dry, literal translation, the new version focuses on four high-impact gestures—You, Never, Walk, Alone—to capture the soulful essence of the lyrics. To ensure the gestures resonated with the local identity, Carlsberg and the BDA worked with a committee of deaf fans and expert linguists to incorporate regional nuances, including a specific “Scouse” variant for the word “Never.”
The grand debut is scheduled for February 28 at Anfield, just before the kickoff of the Liverpool vs. West Ham United match. This activation will allow the entire stadium to sign the anthem in synchronization with the thousands of voices, creating a truly unified atmosphere. This landmark move aligns Liverpool with a broader global trend toward sports accessibility, following similar efforts by organizations like Société Générale in international rugby.