On 28 February 2026, British Sign Language (BSL) will be visible at the heart of Anfield as “You’ll Never Walk Alone” is signed before kick-off — a moment of deep cultural significance for Deaf people across the UK and internationally.
For the British Deaf Association (BDA), this is more than a single event. It is the culmination of a major collaborative project and a proud demonstration of what is possible when BSL is treated with cultural legitimacy and linguistic integrity.
Throughout 2025, the BDA worked alongside Carlsberg, Liverpool Football Club, Deaf Liverpool supporters, local Deaf organisations, BSL linguists and sign-song specialists to develop Signs of Unity — a campaign grounded in authentic BSL and Deaf cultural expertise.
We are proud to have supported Carlsberg in bringing Signs of Unity to life — ensuring that the signing of “You’ll Never Walk Alone” reflects the true meaning of the song, grounded in structure, grammar and expressive power of BSL, and honours Liverpool’s regional Deaf identity.
BSL is not a signed form of English. It is a distinct, legally recognised minority language with its own grammar, rhythm and spatial structure. Any public representation of BSL must respect that complexity.
The signs chosen for the anthem were developed over many months of consultation and discussion. They express the emotional journey of the song — from isolation to solidarity — through authentic BSL grammar and visual storytelling. Regional Liverpool variants were deliberately retained, affirming local Deaf identity rather than imposing a neutral or standardised form.
“You’ll Never Walk Alone” resonates profoundly with the Deaf community. Its message of collective strength, mutual protection and standing together in adversity reflects our own history.
The BDA was founded in 1890, at a time when sign languages were being pushed out of classrooms and Deaf people were fighting to protect their languages and culture. That legacy of organising, supporting one another, and standing up for sign language is where our roots lie — but it is not where our story ends.
Today, the BDA is a Deaf‑led organisation powered by community. We work to strengthen signing communities, champion BSL and ISL, and ensure Deaf language and culture are visible, valued and part of everyday life across the UK. Our focus is on turning community power into national influence — supporting families, shaping policy, challenging inequality and making sure Deaf people’s experiences are heard.
We do this because Deaf people deserve equity, pride and belonging — not barriers. And because every Deaf child should grow up with full access to their language from the very beginning. Our commitment is to a future where BSL and ISL are fully recognised, embedded and lived in practice, so signing communities can thrive now and for generations to come.
Rebecca Mansell, Chief Executive Officer of the British Deaf Association, said:
“This has been a substantial and important project. We are proud to have worked with Carlsberg and Deaf LFC fans to ensure BSL is represented with authenticity, respect and confidence.
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.”
The project extends beyond the pitch. As part of this wider commitment, the BDA has supported Greene King in developing BSL training for bar staff in selected Greene King Sport pubs, ensuring that matchday inclusion continues beyond the stadium environment. In addition, BSL ‘Fan Interpreters’ will be present at every Liverpool FC men’s and women’s home match, signing pre-match announcements and the anthem live.
Lynsey Woods, Global Brand Director from Carlsberg says,
“Working with the British Deaf Association has fundamentally shaped this project. From the earliest stages, BDA’s expertise ensured that British Sign Language was treated with the cultural respect and linguistic integrity it deserves.
Signs of Unity is not a short-term activation — it represents our long-term commitment to making football more accessible. Carlsberg is proud to stand alongside the BDA as we embed accessibility into the matchday experience at Anfield and beyond.”
Rishi Jain, Director of Impact at Liverpool FC, said:
“Together with Carlsberg, we’re proud to deliver an initiative that truly lives up to everything that ‘You’ll Never Walk Alone’ means. And working alongside the British Deaf Association on this initiative has enabled us to honour what our anthem represents in a way that is meaningful and lasting.
Seeing British Sign Language visible at Anfield sits at the heart of our ongoing ‘Red Together’ strategy to make our club accessible and inclusive to all. We look forward to continuing this work together.”
Together, these initiatives represent a long-term commitment to accessibility, visibility and cultural legitimacy for BSL in sport and hospitality.
The British Deaf Association looks forward to continuing its partnership with Carlsberg and Greene King to ensure this work builds lasting change and shared belonging.
