A sign language interpreter aided a section of the Anfield stadium in signing the words to the club anthem You’ll Never Walk Alone pre-match against West Ham. (Carlsberg imagery)

In the modern sports landscape, the sheer variety of tools at the disposal of brand and rightsholder marketing departments means that activating partnerships has become more important than ever. While typical branding inventory like LED pitchside hoardings remains the backbone of commercial partnerships across the world of sport, increasingly, activating the partnership, both digitally and in person, is the vehicle through which brands opt to reach fans best.

This is certainly a difficulty for new partners, finding a way to establish a relationship with a team’s fanbase and entrench themselves in the sponsorship portfolio. Equally, though, it is a struggle for the long-tenured brands, which must find ways to maintain relevance and association across generational divides.

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In this regard, few partnerships in global soccer are as long tenured as that of English giants Liverpool and Danish beer brand Carlsberg, which began in 1992 and remains to this day, standing as the longest-serving sponsorship in the Premier League.

Back in 2024, Carlsberg renewed its status as the club’s official beer through 2034, meaning that this partnership will soon enter its fourth decade. Nonetheless, the pair still seek ways to activate and promote the partnership season by season, ensuring it remains fresh in the minds of fans, young and old.

The latest such activation took place this past weekend. Before Liverpool’s game against West Ham, a 5-2 win for the home team, Carlsberg tapped the British Deaf Association (BDA) to collaborate on ‘Signs of Unity’, which saw a group of fans in the home stand taught to sign the club’s iconic anthem ‘You’ll Never Walk Alone’ (YNWA). The campaign included participation from players, staff, and even club legends like Kenny Dalglish.

That campaign kicked off with the West Ham activation, beginning a run where British Sign Language (BSL) interpreters will be present pre-match at all Liverpool men’s and women’s fixtures. The link between a Danish brewing magnate and a UK-based disability charity may seem tenuous. Now, speaking to Sportcal (GlobalData Sport), Carlsberg's global sponsorship director, Louise Bach, explained how the activation came about, and how Carlsberg ensures the Liverpool partnership remains fresh after close to four decades.

How did the idea for this YNWA activation come about?

Bach: “Carlsberg is all about giving more access to more of the best. We want to ensure that the great game can be fully enjoyed by as many fans as possible. The Signs of Unity idea was developed based on the research that 1 in 20 fans is deaf or hard of hearing. The Signs of Unity campaign looks to help these fans overcome the barrier of not feeling fully part of this significant moment."

What discussions were necessary with Liverpool FC to make it work?

“We always look to align with the club early on in the creative process, and this was no different. This campaign aligns very well with the club’s “Red Together” commitment to equality, inclusion, and diversity, so they were quick to agree. Firstly, we of course have been very mindful of the fact that YNWA is a very important moment for fans, the team, and the entire club. We therefore had to ensure we treated that with the utmost respect.

“Secondly, we wanted to absolutely make sure this campaign leaves a legacy. So, the key conversation with the club was how we can train staff at Anfield and St. Helen’s basic BSL to ensure our deaf and hard-of-hearing feel even more welcome when going to games. Together with the club, we have ensured that there will be match day interpreters pitch side during the team announcements and the singing of You’ll Never Walk Alone, allowing the deaf and hard-of-hearing to fully be part of this important moment.”

What feedback have you had from the club about the partnership and ensuring the continuation of your strong relationship?

“A 30+ years partnership like ours truly is like any other relationship. There are bumps in the road, and you might not see eye to eye all the time, but successful partnerships are those where you are not afraid to have the tough conversations and maybe push each other outside of the comfort zone sometimes, but that is really how we keep evolving.

"The partnership would not have lasted as long unless it had driven high value for both sides.”

After decades of partnership, as a sponsor, how do you maintain a fresh vision for the club?

“We always look at both our short and long-term strategies for the brand and how the partnership can help unlock growth. And we co-create our plans with the club.”

Are community-focused integrations, such as the YNWA one, the way forward for consumer brand partnerships? Or are varied activations necessary?

“For us, it’s important to meet the fans where they are and be respectful that they are there first and foremost for the football. We try to meet them exactly where they are. Never to interrupt their experience, but to elevate it where we can.

“Some activations, like Signs of Unity, are built around communities and barriers; others may tie to a significant moment, such as our global campaign from last season, where we celebrated the 20th anniversary of the Miracle of Istanbul with limited edition products and events around the world.”

What makes LFC a prime target for Carlsberg?

“Liverpool FC is obviously one of the biggest clubs in the world, with a global following that fits very well with our geographical footprint. The size of their fanbase and the level of engagement that we can tap into make LFC a very important and strategic partner for us.”

Carlsberg has a varied sponsorship portfolio that includes a range of European soccer organizations. How does activating for a club like Liverpool compare to a smaller club like Crystal Palace or a major organization like UEFA? What nuances are present?

“Overall, we are always trying to meet the fans where they are, and our different partnerships help us reach a very wide and diverse target audience. With local partnerships like FC Copenhagen in Denmark, for example, we are anchoring ourselves into a local community, whereas a big global club like Liverpool enables us to reach a global audience on top and to drive premiumization across our markets.

“On the other hand, we have our national team football partnerships. National team football brings in a wider audience; those fans who might not follow a club, but they tune in when the national team is playing.

“By having a mixed portfolio of local clubs, global clubs, national teams and UEFA competitions, we have a strong, always-on presence within football that reaches different fan segments. All activations are rooted in our brand promise of giving more access to more of the best, but tailored to the different audience, ensuring we show up at the right time, with the right message on the right channel.”