Haptic shirts from Sela to allow Newcastle fans with hearing loss to experience live atmosphere in EPL

NUFC fans David Wilson and Ryan Gregson unveil Sela’s haptic shirts that will for the first time enable deaf fans to feel the atmosphere of the crowd inside St. James’ Park for Premier League game with Tottenham Hotspur on Apr. 13, 2024. (Supplied)

Haptic shirts use a technology that transform the noise of the stadium into real-time touch sensation. (Supplied)

• NUFC’s front-of-shirt sponsor, Sela, introduces world-first haptic shirts that allow fans with hearing disability to experience live atmosphere during NUFC-Tottenham clash on Saturday
• Haptic shirts use a technology that transform the noise of the stadium into real-time touch sensation

NEWCASTLE, UK: Football fans with hearing disabilities will for the first time ever experience the atmosphere of a live match during Newcastle United’s Premier League home game against Tottenham thanks to the newly-introduced technology of haptic shirts.
NUFC’s front-of-shirt sponsor, Sela, will introduce the world-first haptic shirts that allow deaf fans and fans with hearing loss to experience live atmospheres during a football game at St. James’ Park on Saturday.
Haptic shirts use a technology that transforms the noise of the stadium into real-time touch sensation. Fans and the match day mascots, who are deaf or have hearing loss, will be wearing the shirts in the stands.
A leading live events and experiences company, Sela has been the driving force behind the initiative as a demonstration of their commitment to using innovation to provide moments to all fans.
The company has committed to providing this technology at all future Newcastle home games and hopes its actions will inspire football clubs across the Premier League, Europe and beyond to build on efforts to improve accessibility.
Moreover, the match will also see Sela donate its front-of-shirt sponsorship to RNID, the national charity supporting the 12 million people in the UK who are deaf, have hearing loss or tinnitus.
Sela’s Senior Vice President Ibrahim Mohtaseb said: “St. James’ Park is renowned for its noise and passion. Through this initiative we hope to enable deaf fans and fans with hearing loss to feel a part of this.”
He welcomed the whole football family to join them by adopting the technology.
Peter Silverstone, United’s chief commercial officer, said: “When Sela shared the idea and technology behind the haptic shirts, we supported the concept immediately, knowing it would make such an impact to our supporters who are deaf or have hearing loss.”
He added: “‘Un-silence the Crowd’ fills everybody associated with this initiative with deep pride, from all NUFC, Newcastle United Foundation, Sela and RNID, along with all stakeholders who have helped make this possible.
“We believe that ‘Un-silence the Crowd’ will be truly game-changing for football and expect this campaign will revolutionize the football experience for any fan who is deaf or has hearing loss, regardless of which team they support,” concluded Silverstone.
It is set to be a historic occasion, marking the first time a hearing-loss charity has been promoted on a Premier League front-of-shirt, as well as the launch of the cutting-edge shirts themselves.
Meanwhile, Teri Devine, RNID’s director for inclusion, said: “It’s fantastic to see Sela and Newcastle United leading the way in championing this technology which has the potential to have a real and lasting impact on how people who are deaf and have hearing loss experience live sports.”
Devine expressed excitement to be part of the collaboration and said he hoped this exposure opens up conversations among football fans about hearing loss and encourages other football clubs to raise their game and make sure deaf fans are fully included.