How Carlsberg Taught Anfield to Sign "You'll Never Walk Alone" | The Partnership Game

In this episode, Senior Global Brand Director, Lynsey Wood talks through Carlsberg's relationship with Liverpool – now over thirty years old and, by her account, the longest-running in the Premier League – and how that long-term trust gave the brand room to build Signs of Unity, a campaign that taught sign language to thousands of fans at Anfield so deaf and hard-of-hearing supporters could be part of You'll Never Walk Alone for the first time.She also walks through the Mads Mikkelsen years, why "probably the best" was never really about the beer, and what authenticity actually means when you're choosing who to put your name next to.0:00 Intro2:30 Quick-fire questions7:00 Lindsey's Career Journey to Carlsberg9:30 How the Beer Industry Has Changed in 12 Years15:00 The Mads Mikkelsen Campaign & Danish Provenance18:00 What Makes a Partnership Authentic21:00 30 Years with Liverpool FC25:30 Inside the Signs of Unity Campaign38:00 The Future: Euros 2028, Access & Carlsberg's Next Chapter