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# The Partnership Game with Lynsey Woods, Senior Global Brand Marketing Director at Carlsberg
- URL: https://www.thesubthread.com/the-partnership-game-with-lynsey-woods-senior-global-brand-marketing-director-at-carlsberg/
- Published: 2026-07-01T07:44:57.000Z
- Updated: 2026-07-01T09:25:34.000Z
- Description: Lynsey Woods, global brand director at Carlsberg, has spent twelve years inside one of beer's most recognisable brands – and a career before that across FMCG, from healthy snacks to wine to Premier Foods. She's clear on what makes a partnership work, and what doesn't.
- Author: Rich Hewes
- Tags: #Podcast, The Partnership Game, Sport

[**Spotify**](https://open.spotify.com/episode/38lx2BY1OsTg1p6uRtBS0t?si=r4L1Z14nS86gfwR92qx1IQ&ref=thesubthread.com) | [**Apple Music**](https://podcasts.apple.com/us/podcast/how-carlsberg-taught-anfield-to-sign-youll-never-walk/id1896868160?i=1000774873935&itscg=30200&itsct=podcast%5Fbox&ls=1&mttnsubad=1000774873935&ref=thesubthread.com) | [**YouTube**](https://youtu.be/dihWgQbmrWQ?ref=thesubthread.com)

In this episode, Lynsey 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.