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Carlsberg — Signs of Unity

by Daniel Ingvartsen
Feb 20, 2026
in Advertising
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For Liverpool FC fans, ‘You’ll Never Walk Alone’ isn’t just a song – it’s a promise.
When Anfield rises together, 60,000 strong, to sing those four iconic words, it’s a moment that transcends football. It represents pride, togetherness, belonging – it’s what makes Liverpool FC so special.

But for many Deaf and hard of hearing fans, it’s an experience they don’t fully feel a part of. Research shows that 81% of Deaf and hard of hearing fans want to participate in matchday chants but feel unable to do so, meaning a large portion of the football community is excluded from some of the best parts of the beautiful game.

We want to change that.

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