The British Deaf Association is aware of the discussion within the Deaf community regarding the British Sign Language (BSL) interpretation of “You’ll Never Walk Alone” at Anfield.
We wanted to take this opportunity reflect on the collaborative work that shaped the recent Signs of Unity campaign at Anfield, a project built on strong relationships with Deaf supporters and partners.
In preparing for this moment, the BDA was delighted to be asked to contribute to a campaign alongside one of the most influential football clubs in the world in Liverpool FC and a highly recognisable brand in Carlsberg.
Our role was to facilitate constructive discussion, bring people together, and support the community-led development of the final signs help bring together Deaf community members, local deaf organisations, BSL linguists and sign song specialists as part of the Football Fans Council, creating a space where supporters could contribute directly to how British Sign Language (BSL) is represented in football. Their insight, lived experience and local linguistic understanding guided the development of the signing used during the anthem.
The Signs of Unity campaign at Anfield was built on months of positive engagement, brought together by the BDA, between Deaf Liverpool supporters and community members in Liverpool and committed partners. Together, we worked to create a moment that not only celebrated BSL but also strengthened understanding and visibility of the language within football.
Building the Football Fans Council
As part of this work, the BDA brought Deaf supporters together to form the Football Fans Council. The Council provides a dedicated forum for Deaf fans to help shape how BSL is represented, ensuring that decisions are informed by community knowledge and lived experience. Council members were instrumental in examining how the anthem “You’ll Never Walk Alone” should be expressed visually and collaboratively guiding the signing choices used on the day.
Working hand‑in‑hand with advisers
Discussions with the Deaf Liverpool supporters and Fan Council played a key role in understanding how best to convey the emotional meaning of the anthem while respecting the language and its regional variations. Their expertise, combined with the insight of the Football Fans Council, helped create a signing approach that was visually accessible while keeping BSL’s linguistic richness at the centre.
The main message is conveyed through the “Walk” sign – showing that no one walks alone. The “Never” and “Alone” signs build on this, completing the emotional journey. The sign for “alone” uses a single handshape that joins with others, visually reflecting the song’s core message: no one is left behind – we are together.
The four key signs selected for the public campaign launch were intended to encourage wider participation and visibility within the stadium. Using four core signs helped hearing supporters to take part respectfully, while keeping the integrity of BSL at the centre.
This was not intended to replace the full song in BSL. At Anfield, qualified BSL interpreters performed the complete signed version of “You’ll Never Walk Alone,” delivering the full emotional and linguistic journey. The four shared signs were designed to sit alongside that full performance – as a bridge to greater awareness and inclusion, and absolutely not a simplification of the language itself.
We are proud that BSL was placed at the heart of Anfield in a way that respected its linguistic integrity and the identity of Liverpool’s Deaf supporters. At the same time, we remain committed to listening to our community and continuing conversations about how our language is represented on national platforms.
BSL is a living language, and open dialogue is part of how it grows, evolves, and remains strong.
Partnerships that support community leadership
Stakeholder groups and partners – including Carlsberg – provided valued support. The BDA worked closely with Carlsberg to ensure that the project remained grounded in community leadership and that the visibility of BSL remained a core focus throughout development.
Rebecca Mansell, chief executive of the British Deaf Association said: “The work behind this project reflects what can be achieved when Deaf supporters, interpreters and partners come together. The Football Fans Council played a vital role in shaping the approach, and we are proud to champion community-led projects that promote visibility and understanding of BSL.”
Mairead Broadley, Global PR Director from Carlsberg said: “We wanted to create a movement that helped more people have access to the incredible football atmosphere.. The project was driven by the insight and experience of the Deaf community.
The process was collaborative and inclusive. We worked with the BDA and the Football Fan Council - which is made up of Liverpool Deaf community members, Deaf Liverpool football fans, BSL linguists, interpreters and sign-song specialists - to create a moment and offering within the Anfield experience especially for the Deaf fans who we know have historically missed out.”
Continuing our work
We recognise that public BSL work carries significant responsibility. High-profile projects require careful linguistic consideration, cultural sensitivity and meaningful engagement with Deaf communities.
We are committed to ongoing dialogue and reflection to ensure that our work continues to meet the highest standards of linguistic integrity and community involvement.
The BDA will continue working with members of our diverse Deaf community and with strategic partners to advance our charitable objectives — promoting the visibility, legitimacy and everyday use of British Sign Language across public life.
