Newcastle sponsor Sela introduce never-before-seen shirt that lets deaf fans experience atmosphere for first time
NEWCASTLE sponsor Sela are bringing in revolutionary hi-tech shirts enabling deaf fans to experience the St James’ Park atmosphere.
Supporters with hearing problems can wear the “groundbreaking” flashing tops at home to Tottenham in Saturday’s huge Premier League match.
The shirts are haptic – meaning they respond to movement generated electronically or mechanically.
Fans wearing them are promised a share of the St James’ Park vibe via “real-time touch sensation”.
Newcastle’s front-of-shirt sponsor Sela are introducing the top for deaf fans and those with hearing loss.
The Magpies say such supporters will be able to “experience the atmosphere of St. James’ Park for the first time ever”.
Sela are donating their sponsorship from this weekend’s game to the Royal National Institute for Deaf People (RNID), the charity supporting 12 million people in the UK with hearing problems.
Newcastle said: “Using haptic technology, the shirts transform 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.
“This 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. “
Newcastle’s chief commercial officer Peter Silverstone added: “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.
“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, regardless of which team they support.”
RNID Director for Inclusion Teri Devine 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.
“We’re excited to be part of this collaboration and we hope this exposure opens up conversations amongst football fans about hearing loss and encourages other football clubs to raise their game and make sure deaf fans are fully included.”