HIGH TECH HELPS FANS TO TOON IN
Deaf supporters benefit from revolutionary new shirt
NEWCASTLE are set to use revolutionary haptic technology to allow deaf supporters to experience the St James’ Park atmosphere.
Club sponsor Sela is supporting the initiative for around 15 mascots and fans for tomorrow’s game with Tottenham in a groundbreaking initiative called ‘Unsilence the Crowd’.
The haptic technology is implanted into shirts, which then transforms the noise into real-time touch sensation.
The Saudi-based sports marketing firm will also donate its front-of-shirt logo placement and perimeter advertising cash for Saturday’s game to Royal National Institute for the Deaf. RNID is a national charity which supports 12 million people in the UK who are deaf, have hearing loss or tinnitus.
More clubs are using sign language during stadium announcements and on big screens while the
RNID has carried out extensive research to show haptic technology improves the match-day experience.
Peter Silverstone (above), chief commercial officer at Newcastle United, 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.
“Newcastle United’s partnership with Sela continues to provide spectacular experiences for our growing global fanbase.
“We are also proud that, together, we can shine a light on the positive work of Newcastle
United Foundation as well as the city of Newcastle, itself.
“We believe that ‘Unsilence the Crowd’ will be truly game-changing for football and expect this campaign will revolutionise the football experience for any fan who is deaf or has hearing loss.”
Sela 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.
Ibrahim Mohtaseb, senior vice president of Sela, 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.”
Joelinton has become one of Newcastle’s biggest earners after signing a new long-term contract at the club.