Liverpool FC teaches Anfield to sign “You’ll Never Walk Alone” in BSL to include deaf fans

Liverpool FC and long-time sponsor Carlsberg have launched an inclusion-focused campaign that turns one of football’s most iconic rituals into a shared experience for more supporters. The initiative, called “Signs of Unity,” teaches fans at Anfield how to perform the club’s anthem You’ll Never Walk Alone in British Sign Language (BSL)

The move aims to remove a long-standing barrier for Deaf and hard-of-hearing fans who often cannot fully participate in the emotional pre-match anthem that defines Liverpool matchdays.

This article explores how the campaign works, why it matters for fan engagement, and what marketers can learn from the initiative.

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Liverpool FC teaches Anfield to sign “You’ll Never Walk Alone” in BSL to include deaf fans

How Liverpool FC and Carlsberg turned an anthem into an inclusive fan experience

The “Signs of Unity” activation debuted during Liverpool’s Premier League match against West Ham United on February 28. Fans inside Anfield were invited not only to sing the anthem but also to sign it using British Sign Language, allowing Deaf and hard-of-hearing supporters to participate in the moment.

The campaign was developed with the British Deaf Association (BDA) after research from Carlsberg found a significant participation gap among fans with hearing loss. According to the brand, 81% of Deaf and hard-of-hearing supporters want to join matchday chants but feel unable to do so.

To prepare fans, Liverpool released instructional videos featuring players from both the men’s and women’s teams including Cody Gakpo, Curtis Jones, Jeremie Frimpong, Rachael Laws, Fuka Nagano, and Gemma Evans demonstrating the key BSL signs.

Club ambassador Sir Kenny Dalglish and sports presenter Kelly Cates also supported the initiative.

Ahead of the match, players Curtis Jones and Jeremie Frimpong surprised Deaf Liverpool supporters Lucy and David Cossins, who shared how they often feel excluded when the anthem is sung. The players joined the couple in the stands and signed the anthem with them before inviting them back for the stadium-wide BSL performance on matchday.

The activation also signals a long-term commitment. Liverpool confirmed that BSL fan interpreters will now be present at every men’s and women’s home fixture, translating pre-match announcements and the anthem.

Why accessibility is becoming a brand strategy in sports marketing

“Signs of Unity” sits within Liverpool FC’s broader Red Together initiative, which focuses on equality, diversity, and inclusion as part of the club’s sustainability program, The Red Way.

From a brand perspective, the campaign demonstrates how accessibility is evolving from a compliance effort into a fan engagement strategy.

For sports organizations and sponsors, moments like the pre-match anthem represent powerful cultural touchpoints. Making them accessible does more than solve a logistical problem. It deepens emotional participation and reinforces the idea that the club belongs to every supporter.

Carlsberg’s involvement highlights another dimension: long-term brand partnerships increasingly rely on shared values, not just logo placements. The beer brand has partnered with Liverpool for more than three decades, and this campaign positions the sponsor as part of a meaningful fan experience rather than just a commercial partner.

This broader shift is visible beyond football. For example, accessibility initiatives have started appearing in retail and hospitality environments as well. In Singapore, tea chain CHAGEE recently opened a signing store operated by Deaf and hard-of-hearing baristas, incorporating visual design and sign-language learning elements into the customer experience.

What marketers should know about inclusive fan engagement

For brand and marketing teams, Liverpool’s campaign highlights several strategic lessons.

1. Inclusion can unlock deeper emotional engagement

Football fandom thrives on collective experiences. When some fans cannot participate, the emotional impact of the moment is diluted. Making iconic rituals inclusive strengthens community identity and loyalty.

2. Partnerships can extend beyond sponsorship visibility

Carlsberg’s role shows how long-term brand partnerships can evolve into co-created social initiatives that align with both brand values and fan expectations.

3. Accessibility drives participation, not just compliance

Campaigns like this turn accessibility features into participatory experiences. Instead of simply providing interpretation services, Liverpool encouraged all fans to learn sign language, turning inclusion into a shared activity.

4. Storytelling amplifies purpose-driven campaigns

The emotional narrative around Lucy and David Cossins helped humanize the initiative. For marketers, real community stories often deliver stronger impact than purely corporate messaging.

Liverpool FC’s “Signs of Unity” campaign reframes accessibility as a core part of fan culture rather than a peripheral feature. By teaching supporters to sign You’ll Never Walk Alone, the club has transformed a symbolic moment into a more inclusive experience for thousands of fans.

For marketers and brand strategists, the takeaway is clear: the most powerful campaigns are not always about technology or scale. Sometimes, they are about removing barriers and letting more people share the moment.

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