Carlsberg Enhances Inclusivity at Liverpool FC Matches with BSL Initiative

Carlsberg, alongside Liverpool FC (LFC), has launched a new initiative to make Anfield Stadium's atmosphere more accessible. In collaboration with the British Deaf Association, fans learned to perform "You'll Never Walk Alone" in British Sign Language (BSL) during the West Ham game on February 28th. This marks an effort to bridge the inclusion gap identified by Carlsberg's research, which showed 81% of Deaf and hard of hearing fans eager to participate in matchday chants but feeling unable to do so.

The initiative is part of LFC's 'Red Together' strategy, promoting equality and inclusion. Carlsberg also guarantees BSL interpreters at all future home matches, aiming to enhance accessibility for Deaf fans. Training for LFC bar staff in basic sign language is also underway, extending to pubs globally, including 16 Greene King Sport pubs in Merseyside. Carlsberg's commitment reflects the belief that football's power lies in collective passion and aims to make this accessible to all fans.