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Carlsberg
Signs of Unity
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The Context
Carlsberg exists to help more people access more of the best. This positioning statement is true to the brand's history and rich creative heritage, whilst keeping it relevant to today's drinkers. It informs all of the brand's behaviour around the world, including the brand's prominent role in football. Carlsberg is committed to ensuring every fan can access the best of the game.
The Opportunity
Research, interviews and discussions with different fan groups led us to one community who'd been excluded from one of the most fundamental parts of fandom: the matchday atmosphere. More than 80% of Deaf and hard of hearing fans desperately want to take part in matchday chants but feel unable to do so. Three-quarters feel disconnected from the very atmosphere that makes football magical. In a sport built on passion, tribal identity, and collective voice, an entire community has been excluded.
We saw an opportunity to leverage Carlsberg's long standing partnership with Liverpool Football Club (LFC) and ensure the best of football culture is accessible to everyone.
We saw an opportunity to leverage Carlsberg's long standing partnership with Liverpool Football Club (LFC) and ensure the best of football culture is accessible to everyone.
PLAY FILM
Probably the most iconic matchday chant in football is Liverpool FC's pre-match anthem: You'll Never Walk Alone.
As long-standing supporters of LFC, Carlsberg knew the significance of this ritual better than any brand. But Deaf fans have never felt part of this fabled piece of fan culture.
So we worked with The British Deaf Association to create bespoke signs for the the song and planned for it to be performed at the home match against West Ham on February 28, 2026.
In the weeks leading up to the game, a fan engagement strategy featuring LFC players, legends and deaf supporters taught the LFC fan base the bespoke You’ll Never Walk Alone signs before February 28th.
PLAY FILM
Posters, stadium perimeter boards, and match day programs at Anfield in the lead up to the West Ham vs Liverpool match, encouraged fan participation.
In the lead up to the match, we reached LFCs 60,000 stadium go-ers and millions of fans worldwide – bringing Deaf culture to all fans, and bringing Deaf fans into wider fan culture.
The impact of the campaign lives on. Liverpool FC now has "fan interpreters" at every home match and Carlsberg has launched BeerSL, a BSL training programme designed specifically for bar staff.
This programme will be rolled out at Anfield and Greene King pubs across the UK, where staff will be trained on key phrases related to customer service and ordering.
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