There are rituals in sport that define the identity of a hobby. In the case of Liverpool, none is as emblematic as the moment when the Anfield stadium sings “You’ll Never Walk Alone” before each game. A moment of collective communion that symbolizes belonging and legacy. However, for fans who are deaf or hard of hearing, that key moment has historically been inaccessible.
“Signs of Unity” is articulated around this reality, the initiative promoted by Carlsberg together with Liverpool and the British Deaf Association, which proposes a reinterpretation of the anthem through British sign language. The campaign has sought to transform the way it is shared, inviting thousands of fans to learn and perform the signs of the anthem collectively.
The activation materialized in the match against West Ham on February 28, when Anfield became a visual choreography in which the fans, in addition to singing, accompanied the anthem with signs. For the deaf community present in the stadium, the experience represented a substantial change: for the first time, the most iconic moment of the match could be felt from within, not from the sidelines.
The creative approach, developed together with Fold7 and the production company COPA90, was based on the premise that if football is a shared emotion, that emotion must be accessible to everyone. To achieve this, the campaign combined training, content and activation in the stadium. During the previous weeks, players, club legends and deaf fans participated in teaching the anthem in sign language to the community.
The result is collected in an audiovisual piece that builds the contrast between the experience of a hearing fan and that of a deaf one. The initial silence gives way to a new form of connection when the stadium begins to “speak” in signs, generating a collective image that replaces sound with gesture and synchrony.
Beyond the specific impact, the initiative seeks to consolidate itself as a recurring practice. Carlsberg and Liverpool have announced that they will include sign language interpreters in pre-match commentary and in the playing of the anthem at all home games, both at Anfield and the women’s team’s stadium.
As part of its rollout, the brand is promoting sign language training for bar staff within the stadium and in 16 sports establishments in the United Kingdom operated by Greene King. The objective is to extend accessibility to the entire fan experience, from the stands to the consumption spaces. “One of the best aspects of football is the shared emotion. But that emotion is only truly collective when everyone can access it”said Lynsey Woods, Global Brand Director of Carlsberg. “By bringing sign language to the heart of Anfield, we are not only teaching signs, we are reinforcing our commitment to more inclusive football.”
Along the same lines, Rishi Jain, Impact Director of Liverpool FC, has highlighted that the initiative is integrated into the “Red Together” strategy, aimed at strengthening the club’s accessibility. “We wanted to give something back to our deaf fans and make sure they feel part of the game day experience”he stated.
“We have used the stadium as a canvas to eliminate historical barriers”explained Laurent Cayet, Global Vice President of Creativity and Experience at Carlsberg Group. “It’s not just a campaign, it’s a model of how to connect purpose and experience.”
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