Signs of Unity: Carlsberg

Carlsberg and Liverpool Football Club have launched a new campaign to bring more access to the best of football for fans around the world.

Titled 'Signs of Unity', the activation was brought to life to ensure d/Deaf and hard-of-hearing fans stop missing out on a focal matchday moment – particularly for LFC fans.

Before every match played by the Reds at Anfield, fans come together to sing the iconic anthem You'll Never Walk Alone at full volume. But for fans who are d/Deaf or hard of hearing, it's a moment that most haven't always been able to fully experience.

Recognising that too many fans have been left on the sidelines of the matchday experience, LFC and Carlsberg, supported by the British Deaf Association (BDA), are teaching fans at Anfield how to perform You'll Never Walk Alone in British Sign Language (BSL) ahead of the match against West Ham United on February 28, 2026, so d/Deaf and hard-of-hearing fans could take part in the moment, making more of the game accessible to them.

The special rendition of You'll Never Walk Alone will take place during this season's designated Red Together fixture and forms part of Liverpool FC's wider Red Together strategy, which brings together the club's work across equality, diversity and inclusion.

Through Red Together, the club is committed to creating meaningful change for supporters and communities, both on and off the pitch, by removing barriers to participation and championing inclusion across every aspect of the game.

This ground-breaking initiative also reaffirms 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.

Learn the signs

Working with Carlsberg and experts at the BDA, we landed on four signs to bring the line You'll Never Walk Alone to life. Learn the signs ahead of the match on February 28 via the video below.

Meet Lucy and David

To kick off the campaign, Curtis Jones and Jeremie Frimpong surprised two passionate Liverpool FC fans, who share what it's like being a d/Deaf supporter. Watch the video below.

British Sign Language interpretation - matchday accessibility update

At our fixture against West Ham United on February 28, Liverpool FC will provide enhanced accessibility through British Sign Language (BSL) interpretation.

Eight qualified BSL interpreters will be positioned pitch side for the team announcement and the full rendition of You'll Never Walk Alone. Each interpreter will be clearly identifiable, wearing a red LFC jumper, and positioned as shown in the diagram below.

If you have any questions or require further assistance, please contact Supporter Services.

More to come

Signing You'll Never Walk Alone at the West Ham match on February 28 is the first in a number of initiatives intended to drive long-term change. We're working with Carlsberg, the BDA and others to provide more access to the best parts of football for d/Deaf or hard-of-hearing fans. More details will be shared soon.

Learn more about our collaborators for this initiative

• Carlsberg
• British Deaf Association