Sela, a Saudi Arabian events and marketing company, has worked in collaboration with Newcastle United in developing sensory technology that allows deaf fans to feel the excitement of live football matches. The technology which has been integrated into shirts converts the noise around St James’ Park into digital sound, transmitting it wirelessly to the sensory “sound shirts”. These feature haptic technology, which provides sensory feedback via touch, meaning stadium noise is replicated as a touch sensation. Different areas of the shirt feature haptics, which signify specific crowds reaction.
This technology is part of the “Unsilence the Crowd” campaign, which aims to provide a more inclusive football experience for deaf fans. The RNID conducted research that showed almost 75% of people with hearing loss believed haptics could enhance the match-day experience. Sela can now offer this technology at all of Newcastle’s home fixtures and they also hope other clubs will follow the lead set by Newcastle and Sela.
Lifelong Newcastle United fans Ryan Gregson and David Wilson were among the first to try out the sensory technology, and they were amazed by it. Gregson, speaking with the aid of a sign language interpreter, said that “for the first time, I felt included 100%. To experience the noise through vibration was just wonderful.” The integration of this technology paves the way for a whole new level of support and inclusion at football matches.
This technology, which has been marked as a world’s first, has the potential to make a real and long-lasting impression on how people with hearing loss experience live sports events. Newcastle United has been instrumental in partnering with Sela and RNID to lead the way in making the sport more inclusive for everyone. The technology, which has been launched as part of this “Unsilence the Crowd” campaign, offers a truly unforgettable experience for deaf fans
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