Liverpool Football Club supporters signed the team’s iconic anthem “You’ll Never Walk Alone” in British Sign Language (BSL) on Saturday, ahead of the club’s game against West Ham at their Anfield stadium.
The performance, featuring regional sign language variants specific to Liverpool, follows the creation of a ‘football fan council’ by the British Deaf Association (BDA) to advise on “BSL-first fan experiences” in September, and a casting call for deaf Liverpool fans shared in December.
The campaign, led by beer brand and Liverpool partner Carlsberg, was developed throughout 2025 in partnership with the club, deaf Liverpool fans and local deaf organisations, as well as BSL linguists and sign-song specialists.
It comes as research from Carlsberg revealed more than 80 per cent of deaf and hard of hearing fans want to take part in matchday chants but feel unable to do so, with 74 per cent of those affected feeling disconnected from the stadium atmosphere as a result.
Rebecca Mansell, the BDA’s chief executive officer, said the organisation is “proud” to have worked with Carlsberg and deaf Liverpool fans on the “substantial and important” project, ensuring BSL is “represented with authenticity, respect and confidence”.
She continued: “Seeing BSL take its place at Anfield is recognition of our language, our culture and our community.
“Signs of Unity demonstrates what true partnership looks like – Deaf expertise informing creative ambition, and accessibility embedded from the outset, not added at the end.”
Saturday’s game was also recognised as Liverpool’s ‘Red Together’ match, referring to the club’s commitment to equality, diversity and inclusion.
Rishi Jain, Liverpool FC’s director of impact, said: “Together with Carlsberg, we’re proud to deliver an initiative that truly lives up to everything that ‘You’ll Never Walk Alone’ means.
“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.
“This long-term commitment to BSL interpreters and wider supporter inclusion sits at the heart of our ongoing ‘Red Together’ strategy to make both our club accessible and inclusive to all, and its launch during our dedicated 2025/26 Red Together match makes it especially meaningful.”
Future home games will also come with access for deaf fans, with the club confirming that “fan interpreters” will be present at every match – for both the men’s and women’s teams – to sign the anthem and pre-match announcements.
It’s hoped the role will be expanded next season.
Commenting on the project, Carlsberg’s global brand director Lynsey Woods said Signs of Unity “is not a short-term activation” as it “represents our long-term commitment to making football more accessible”.
“By introducing sign language into the heart of Anfield, we are not just teaching signs; we are signing our commitment to a more inclusive, accessible game for everyone who bleeds Red,” she said.
Meanwhile, the BDA has supported pub chain Greene King in developing BSL training for select bar staff in 16 Greene King Sport pubs to ensure inclusion “continues beyond the stadium environment”, with 95 per cent of deaf and hard of hearing fans admitting they feel excluded in pubs and fan zones.
More information about Signs of Unity can be found on the charity’s website.