NewsLFC and Carlsberg capture true spirit of 'You'll Never Walk Alone' with inclusive campaign
Liverpool FC and longest-standing partner Carlsberg are working together to make the Anfield matchday experience more inclusive, introducing a British Sign Language (BSL) rendition of 'You’ll Never Walk Alone' for supporters.
'Signs of Unity', the new campaign from LFC and Carlsberg launched last month, will culminate in a special moment during the Reds' Premier League fixture against West Ham United on Saturday (February 28).
On the day, supporters at Anfield will be invited to take part in singing and signing the club's iconic anthem, ensuring d/Deaf and hard-of-hearing supporters can join in one of the most powerful moments in football.
Developed in collaboration with the British Deaf Association (BDA), the initiative recognises that many d/Deaf and hard-of-hearing supporters have historically faced barriers to fully participating in matchday traditions.
Research from Carlsberg highlights that 81 per cent of d/Deaf and hard-of-hearing fans want to take part in matchday chants but feel unable to do so. By introducing BSL into Anfield, the club and Carlsberg aim to help ensure no fan is left on the sidelines of the experience.
The special rendition of You'll Never Walk Alone will take place during this season's designated Red Together fixture and forms part of LFC's wider Red Together strategy, which brings together its work across equality, diversity and inclusion - a key pillar of the club's award-winning sustainability programme, The Red Way.
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.
The campaign video features members of the men's and women's squads - Cody Gakpo, Curtis Jones, Jeremie Frimpong, Rachael Laws, Fuka Nagano, and Gemma Evans - taking part in key BSL signs for You'll Never Walk Alone.
Fans are encouraged to learn the signs leading up to the West Ham match so they can take part in the shared BSL performance. Watch and learn the signs above.
Liverpool legend and official club ambassador Sir Kenny Dalglish, alongside his daughter and sports presenter Kelly Cates, have also voiced their support of the campaign.
"You can understand d/Deaf and hard-of-hearing fans feeling as if they've missed out on part of the matchday experience, but at the end of the day, we want everyone to be all one," said Sir Kenny.
"There are other people who get assistance for the game and there's no reason to think because you're hard of hearing that you can't also get some help when you turn up at a match.
"You'll Never Walk Alone is a huge part of going to watch a team play and you can understand people want to be part of it, and I think it's fantastic that it's going to happen for them."
The game against West Ham will also mark the beginning of a longer-term commitment, with BSL fan interpreters set to be present at every LFC men's and women's home fixture, translating pre-match announcements and You'll Never Walk Alone.
Rishi Jain, director of impact at LFC, added: "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 d/Deaf and hard-of-hearing supporters and with the campaign's aim of ensuring that they feel more included in the matchday experience.
"This long-term commitment to BSL fan interpreters and wider supporter inclusion sits at the heart of our ongoing Red Together strategy to make our club accessible and inclusive to all, and its launch during our dedicated 2025-26 Red Together match makes it especially meaningful."
Lynsey Woods, global brand director at Carlsberg, said: "One of the best parts of football 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 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."
To find out more about the 'Signs of Unity' campaign, go here.