Before every match played by LFC at Anfield, fans come together to sing the iconic anthem “You’ll Never Walk Alone” at full volume, whether at a home game or playing away. A core part of the matchday experience for LFC fans, the song celebrates inclusivity, togetherness and belonging, bringing together fans from across the world. But, for fans who are Deaf or hard of hearing, this is a moment they have always missed out on.

​Recognising that too many fans have been left on the sidelines of the match day experience, Carlsberg and the British Deaf Association (BDA) taught LFC fans at Anfield how to perform “You’ll Never Walk Alone” in British Sign Language (BSL) ahead of LFC’s match against West Ham on 28th February 2026, so Deaf and hard of hearing fans could take part in the moment, making more of the game accessible to them.​

To mark the moment, the Danish brewer worked with Fold7 and production company COPA90, in partnership with the British Deaf Association (BDA), to conceive and orchestrate the campaign.

Captured through a short film depicting the fan performance, bringing to life the impact of the moment for Deaf and hard of hearing fans, their reactions are captured as they spot fellow fans performing the signs. ​

In the weeks leading up to the game, a fan engagement strategy featuring LFC players, legends and Deaf supporters taught the LFC fan base the bespoke “You’ll Never Walk Alone” signs before February 28th.​

A hero film begins at Anfield Stadium with fans singing the song, before viewers experience what it would be like to be there as a Deaf or hard of hearing fan and miss out on an integral, iconic part of LFC’s matchday rituals. This visceral sense of isolation holds until the silence is broken by a new kind of connection: a moment where the barriers between the hearing and Deaf supporters dissolve, as fans become the teachers, guiding their neighbours through the anthem’s signs.

The emotion peaks on February 28th during the match against West Ham, as the stadium erupts into a visual symphony. For the Deaf community in the stands, the sight of a sea of hands signing in unison, seeing their hearing neighbours finally "speaking" their language, is an overwhelming wave of validation. In that moment, the "hidden" fans are truly seen; Anfield becomes one beating, signing heart, proving that when we sign together, no one walks alone.​

The campaign kicked off in late January running through to March and beyond, and is appearing across social media, PR, and web, plus stadium take-overs including match day programs and concourse touchpoints at Anfield in the lead up to the West Ham vs Liverpool match, encouraging fan participation. The 360 campaign is accessible across all platforms following the Web Content Accessibility Guidelines and using the revolutionary caption design system “Caption With Intention”.

The campaign launches a commitment by Carlsberg and LFC to make the matchday and beyond more accessible to Deaf and hard of hearing fans. In addition to the ambition that the anthem moment lives on, Carlsberg and LFC will be offering BSL interpreters of pre-game commentary and “You’ll Never Walk Alone” at every home match after the West Ham game – both at Anfield and St Helen’s, home of the LFC Women’s team. ​

Carlsberg also wants to make the moments beyond the pitch more accessible too. With that in mind, it is working with the BDA to offer BSL training to bar staff at Anfield and in 16 sports pubs across the UK that are owned by leading pub retailer and brewer, Greene King. Staff will receive training in key elements of British Sign Language (BSL) and learn key phrases related to customer service and ordering.

Lynsey Woods, Global Brand Director at Carlsberg, said:

“This is a massive moment for all of us at Carlsberg. One of the best parts of the game is the shared roar and raw emotion, the spontaneous explosion of joy. It creates a feeling of belonging that unites millions.”​

“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 access to 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.”

Rishi Jain, Director of Impact at Liverpool FC, said:

"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 interpreter 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.

Watch the full film here: