Carlsberg and Fold7 taught Anfield to sign 'You'll Never Walk Alone' in BSL
We are incredibly proud to have worked with Carlsberg, Liverpool FC, and the British Deaf Association on a campaign that changed football culture. Together, we delivered against Carlsberg's mission to make the best part of football accessible to everyone, and in doing so, we made history.
There are few moments in sport as spine-tingling as Anfield rising together, 60,000 strong, to sing "You'll Never Walk Alone." It is more than an anthem; it is a ritual of pride, togetherness, and belonging. It is the heartbeat of the club.
But for many Deaf and hard of hearing fans, this iconic moment of unity had always felt isolating. Research revealed that 81% of Deaf and hard of hearing fans wanted to participate in matchday chants but felt unable to do so. That meant a significant portion of the football community was being excluded from one of the most powerful experiences of fan culture.
We changed that.
Together with the BDA and Carlsberg, we created four simple signs for the club's four famous words. And on February 28th, at the home match against West Ham United, we witnessed something extraordinary: Anfield signing 'You'll Never Walk Alone' in British Sign Language (BSL) right before kick-off.
In the lead-up to the match, we led a fan engagement strategy, working with players and legends to reach Liverpool's stadium-goers and millions of fans worldwide. By teaching these bespoke signs, we ensured that Deaf and hard of hearing fans could finally take part in the moment that defines their club.
The result? A moment of fan culture that has existed for decades, included fans who were previously excluded.
Watch how it all came together
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