Post by Carlsberg Group

The moment Liverpool FC fans stand to sing “You’ll Never Walk Alone” is a truly spine-tingling moment. An iconic ritual that gets hearts pulsing and excitement rising. But for the millions of football fans who are deaf or hard of hearing, that’s a moment they will never get to experience. With "Signs of Unity", Carlsberg set out to change that. Together with our long-standing partners Liverpool Football Club and the British Deaf Association, fans were taught to sign “You’ll Never Walk Alone” - turning one of football’s most iconic rituals into something everyone can take part in. Because at Carlsberg, we believe the best of football should belong to everyone. And the roar of the crowd only truly matters when it includes everyone. And it’s now up for a Cannes Lion 🦁🤞🏻

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