West Ham United will mark Deaf Awareness Week by unveiling a British Sign Language (BSL) rendition of their iconic anthem “I’m Forever Blowing Bubbles” ahead of Sunday’s London derby against Arsenal at the London Stadium.
A video set to play on the big screens before kick-off will show Deaf supporters, members of the club’s Disabled Supporters’ Association (DSA), and several first-team players—including captain Jarrod Bowen—signing lines from the anthem in BSL.
The initiative was developed in collaboration with the DSA and Performance Interpreting, which supports the club’s matchday accessibility services. It is part of broader efforts to improve inclusion for Deaf and hard-of-hearing fans at West Ham matches.
“Taking part in this was a really special experience,” Bowen said. “Bubbles means so much to everyone connected to West Ham, and learning to sign it gave us a new perspective on how important it is that all supporters can share in those moments together.”
The club has already introduced BSL services at the London Stadium this season, with the DSA continuing to push for more extensive accessibility measures across the matchday experience.
“As Co-Chairs, Trevor and I are incredibly proud of the DSA’s work in leading the BSL initiative at the London Stadium,” said DSA co-chair Cathy Bayford. “As the DSA, we will continue to work alongside the club to make the matchday experience as inclusive and accessible as possible for all spectators.”
The derby itself carries significant weight at both ends of the table, with West Ham fighting to avoid relegation and Arsenal closing in on the Premier League title.
