Expanding Access Beyond the Stadium

The commitment extends far beyond a single performance. Liverpool FC will now provide qualified BSL interpreters at every men’s and women’s home fixture for the remainder of the season. Recognizing that the matchday experience encompasses more than just what happens on the pitch, the initiative also includes BSL training for staff at Anfield and at 16 Greene King Sport pubs throughout Merseyside. This ensures that Deaf and hard of hearing fans can fully participate in the pre- and post-match social atmosphere.

Lynsey Woods, Global Brand Director at Carlsberg, articulated the driving force behind the partnership. “One of the best parts of football is the shared roar and raw emotion, the spontaneous explosion of joy. It creates a feeling of belonging that unites millions. However, the roar is only truly collective when everyone has access to it,” she stated. “By introducing sign language into the heart of Anfield, we are not just teaching signs; we are signing our commitment to a more inclusive, accessible game for everyone who bleeds Red. You could say, if Carlsberg did football anthems, this would be the best.”

Rishi Jain, Director of Impact at Liverpool FC, emphasized the alignment of the initiative with the club’s broader values. “Together with Carlsberg, we’re proud to deliver an initiative that truly lives up to everything that ‘You’ll Never Walk Alone’ means,” Jain explained. “By teaching fans at Anfield how to sign the anthem in British Sign Language, we wanted to give something back to our deaf and hard of hearing supporters and with the campaign’s aim of ensuring that they feel more included in the matchday experience. This long-term commitment to BSL interpreters and wider supporter inclusion sits at the heart of our ongoing ‘Red Together’ strategy to make both our club accessible and inclusive to all, and its launch during our dedicated Red Together match makes it especially meaningful.”

This initiative builds upon existing efforts to improve accessibility in sports. Level Playing Field, a UK-based charity, has been instrumental in advocating for inclusive practices across various sporting venues. Furthermore, the growing adoption of assistive listening devices and captioning services in stadiums worldwide demonstrates a broader industry trend towards greater inclusivity. Do you think other football clubs will follow suit and prioritize accessibility for Deaf and hard of hearing fans?

Frequently Asked Questions About Liverpool FC’s Accessibility Initiative

• What is the primary goal of the Liverpool FC and Carlsberg accessibility initiative?

  The main goal is to improve the matchday experience for Deaf and hard of hearing supporters by providing BSL interpretation and increasing awareness of accessibility needs.

• Will BSL interpreters be available at all Liverpool FC matches?

  Yes, BSL interpreters will be present at every men’s and women’s home match for the remainder of the season.

• Where else will BSL training be provided as part of this partnership?

  BSL training will be offered to staff at Anfield stadium and at 16 Greene King Sport pubs across Merseyside.

• How many football fans worldwide are estimated to be Deaf or hard of hearing?

  Approximately 1 in 20 football fans globally identify as Deaf or hard of hearing.

• What is Liverpool FC’s ‘Red Together’ strategy?

  ‘Red Together’ is Liverpool FC’s ongoing strategy to make the club accessible and inclusive to all, encompassing a wide range of diversity and inclusion initiatives.

• How does this initiative contribute to a more inclusive football experience?

  By providing BSL interpretation and training, the initiative ensures that Deaf and hard of hearing fans can fully participate in and enjoy the emotional and social aspects of attending a Liverpool FC match.