“You’ll Never Walk Alone” is an anthem for Liverpool FC that brings everyone together. But, for Deaf and hard of hearing fans they’ve unfortunately simply never been able to experience.
On Saturday 28th February, we changed that.
Before the start of the Liverpool vs West Ham match, Anfield didn’t just sing their anthem, they signed “You’ll Never Walk Alone” in BSL too with a bespoke sign created in partnership with the British Deaf Association. All designed to highlight that Carlsberg believes the best of football – the songs, the atmosphere, the unity – should belong to everyone.
But this was just the start of a movement. Carlsberg and Liverpool FC are establishing a new standard by guaranteeing BSL translators of pre-game commentary and “You’ll Never Walk Alone” at every home match going forward for the rest of the season. Not only that, Carlsberg is also extending sign language training to Anfield bar staff and Greene King pubs across Merseyside.
With so many partners at play, the key was making sure that Carlsberg was at the centre of the conversation. And we’ve done just that. 1000+ pieces of global coverage have gone capturing the magic of the, including The Athletic, The Guardian and Sky Sports, and influential names from British Deaf Football Captain Jamie Clarke, David James and legend Kenny Dalgleish joining in on the action.
