Recognising too many fans have been left on the sidelines of the match day experience, Carlsberg worked with Liverpool FC and the British Deaf Association (BDA) to teach fans at Anfield to perform a rendition of “You’ll Never Walk Alone” in British Sign Language (BSL). Research from Carlsberg highlights a significant inclusion gap in football, as 92% of Deaf and hard of hearing fans in Malaysia wish to participate in matchday chants but feel unable to do so. With 94% of Deaf and hard of hearing fans in Malaysia admitting that feeling excluded in pubs and fan zones has deterred them from attending live sports, the need for change is clear. Carlsberg and LFC are establishing a new normal by guaranteeing BSL translators for fans at every men’s and women’s home match after the West Ham game. “By teaching fans at Anfield how to sign the anthem in British Sign Language, we wanted to give something back to our Deaf and hard of hearing supporters and with the campaigns aim of ensuring that they feel more included in the matchday experience.

Source: The Times March 01, 2026 18:16 UTC