Principality Stadium announce new accessible fan guides

Cardiff’s Principality Stadium has claimed a first for a sporting venue with the launch of its accessible fan guides.

The guides are tailored to individual accessibility needs and are designed to empower fans with access requirements to easily plan their visit to the stadium.

Fans will be offered detailed event information, with the guides themselves to be fully accessible and incorporate features such as ADHD-friendly filters, screen-reader compatibility, and seizure filters.

The guides have been developed in collaboration with Access Card and created by disabled-led company Different Breed. Principality Stadium has also launched a new food and drink pre-ordering system for accessible attendees, allowing fans to order refreshments directly to their seats more easily.

Abi Tierney, chief executive of the WRU, said: “I’m so proud to see Principality Stadium leading the way in accessible events. The dedication to innovation, from streamlining the booking process to developing these comprehensive guides on display, serves as an inspiration to venues across the UK and beyond. We’re not just making improvements; we’re setting a new standard.”

Different Breed founder Craig Pryde added: “At Different Breed, we are excited for the opportunity to work with Principality Stadium and bring our accessible fan guide software to their sports and live music audiences.

“Built from our team’s lived experience with disabilities, our software is a testament to what can be achieved when solutions are designed and developed by the people they serve. I’m eager to see the positive impact this will have on attendees and how its metrics will help Principality Stadium gain a deeper understanding of their disabled community.”

The guides are available in the Welsh Rugby Union (WRU)’s help centre, and can also be directly accessed via fans’ digital matchday tickets.

The initiative marks a continued relationship with Nimbus Disability, the company behind the Access Card. Nimbus Disability has also announced that Allianz Stadium (formerly Twickenham Stadium) has this month launched a partnership with the company and Access Card.

Later this year, Principality Stadium will debut new technology that aims to revolutionise the matchday experience for visually impaired attendees. The WRU is also developing stammer-friendly phone support options.