Liverpool FC just made its anthem fully inclusive

Liverpool FC (LFC) and Carlsberg have launched "Signs of unity" to make one of football’s most iconic moments accessible to all. "Signs of unity" teaches supporters at Anfield to perform the football club's anthem You’ll Never Walk Alone in British Sign Language (BSL) so deaf and hard-of-hearing fans could fully join in.

The initiative came to life during the Reds’ Premier League fixture against West Ham United on 28 February.

"Signs of unity" was developed with the British Deaf Association (BDA) after research from Carlsberg showed 81% of 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 sponsor aimed to remove barriers and ensure no fan was left on the sidelines.

The activation is part of LFC’s wider "Red together" strategy, which unites the club’s equality, diversity and inclusion initiatives under its award-winning sustainability programme, "The Red way".

Don't miss: Interview: Liverpool legend Robbie Fowler on brand loyalty in the world of football

Fans were encouraged to learn key signs ahead of the match, with guidance from campaign videos featuring men’s and women’s squad members including Cody Gakpo, Curtis Jones, Jeremie Frimpong, Rachael Laws, Fuka Nagano and Gemma Evans. Club ambassador Sir Kenny Dalglish and sports presenter Kelly Cates also supported the campaign.

Ahead of the February fixture, Liverpool players Curtis Jones and Jeremie Frimpong surprised two passionate Reds, Lucy and David Cossins, to learn about their experiences as deaf supporters. A nearly two-minute video shared how the couple met at The Deaf Club in Liverpool and how the club had become a part of their lives, while also highlighting that they often feel excluded when the anthem is sung.

Jones and Frimpong then joined the couple in the stands, signing You’ll Never Walk Alone directly to them. The Cossins were later invited to the February match to take part in the stadium-wide BSL rendition of the anthem.

Looking ahead, LFC has committed to making BSL fan interpreters a permanent presence at every men's and women's home games, translating pre-match announcements and the full anthem, signaling a longer-term pledge to inclusive matchday experiences.

"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 BSL, we wanted to give something back to our deaf and hard-of-hearing supporters and with the campaign's aim of ensuring that they feel more included in the matchday experience," said Rishi Jain, director of impact at LFC.

He added, "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."

In tandem, 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," she added. 

Liverpool FC and Carlsberg’s focus on inclusive matchday experiences echoes broader efforts in Singapore’s F&B sector to make spaces accessible for deaf and hard-of-hearing communities. Last June, CHAGEE opened its first signing store in Southeast Asia at the National University of Singapore, operated by deaf and hard-of-hearing baristas.

The 135-square-metre tea bar, developed in partnership with SG Enable and the Singapore Association for the deaf, features cork-lined interiors to soften noise, open brewing areas for visual connection, and interactive elements such as a flip-chart wall teaching basic sign language. Launch bundles included limited-edition merchandise, with proceeds supporting SADeaf, while a mural by deaf artist Chen Zi Yue and photography by Isabelle Lim anchored the space.

Related articles: 
You'll never scroll alone: How Liverpool's social strategy is ruling the internet   
Tommy Hilfiger scores first-ever global football partnership with Liverpool FC     
Coca-Cola and Liverpool FC renew multi-year partnership with deeper fan focus