Inclusive Soccer Experiences

Carlsberg and Liverpool Football Club Utilize British Sign Language

Carlsberg, in partnership with Liverpool Football Club and the British Deaf Association, launched an inclusive soccer experience. This venture promised to make matchday more exciting for Deaf and hard-of-hearing fans by teaching a rendition of the iconic anthem 'You'll Never Walk Alone' in British Sign Language. The version was performed during the West Ham game on 28th February.

The inclusive soccer experience effort is part of a broader, long-term commitment that includes providing dedicated sign language interpreters for every future home match and training bar staff in participating pubs in basic sign language to foster a more welcoming environment.

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