In a powerful move toward sports inclusivity, Liverpool FC has teamed up with long-term partner Carlsberg to transform the matchday experience for Deaf and hard-of-hearing fans. The initiative, developed in collaboration with the British Deaf Association (BDA), aims to break down barriers for the estimated 1 in 20 football fans worldwide who live with hearing loss.
The campaign made a poignant debut at Anfield during a recent fixture against West Ham, where the iconic club anthem, ‘You’ll Never Walk Alone,’ was performed in British Sign Language (BSL) by fans and supporters—a historic moment for the “Reds” community.
A Long-Term Commitment Beyond the Pitch
This partnership is not a one-off event; it establishes a permanent framework for accessibility at the club:
- BSL Interpreters: Sign language interpreters will now be present at every men’s and women’s home match for the remainder of the season.
- Staff Training: BSL training is being rolled out for bar staff at Anfield and across 16 Greene King Sport pubs in Merseyside, ensuring supporters are supported throughout the city.
- Red Together Strategy: The move is a core pillar of Liverpool’s ‘Red Together’ program, designed to make the club a welcoming environment for all.
Voices from the Club and Brand
Lynsey Woods, Global Brand Director at Carlsberg, emphasized the importance of collective joy: “The roar is only truly collective when everyone has access to it. By introducing sign language into the heart of Anfield, we are signing our commitment to a more inclusive game. If Carlsberg did football anthems, this would be the best.”
Rishi Jain, Director of Impact at Liverpool FC, added: “This initiative truly lives up to everything that ‘You’ll Never Walk Alone’ means. We want to ensure our Deaf and hard-of-hearing supporters feel fully included in the matchday experience.”