Cardiff’s Principality Stadium launches accessible guides for fans with disabilities in sporting venue first
The Principality Stadium, the home of Welsh Rugby in Cardiff, is setting a new standard for accessible event experiences with the launch of its Accessible Fan Guides.
A first-of-its-kind resource for sporting venues the guides provide both comprehensive event information tailored to individual accessibility needs and a fully accessible platform enabling empower fans with access requirements to easily plan their stadium visit.
Crucially, the guides themselves are fully accessible, incorporating features like ADHD-friendly filters, screen reader compatibility, and seizure filters, ensuring all fans can access the information they need. Developed in collaboration with Access Card and created by disabled-led company Different Breed, this initiative underscores the stadium’s commitment to creating a truly inclusive environment.
Alongside the Accessible Fan Guides, Principality Stadium has also launched a new food and drink pre-ordering system for accessible attendees. This service allows fans to conveniently order refreshments directly to their seats, further enhancing their enjoyment of events at the stadium.
Abi Tierney, CEO of Welsh Rugby Union (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.”
The new guides are available to access to all from the WRU Help Centre. They also can be directly accessed within the digital matchday ticket for every accessible ticket holder.
Craig Pryde, Founder of Different Breed, said: “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.”
Mark Briggs, Director of Partnerships at Nimbus Disability, added: “Principality Stadium’s open-minded approach to creating solutions for its disabled customers has been a game-changer. This is particularly important given the stadium’s diverse events, as it ensures disabled customers have a consistent and positive experience, from purchasing tickets to enjoying the event and returning for future events.
“This model of creative ticketing integration is now being used as a benchmark for other large, multi-operational sporting venues. Our integration with ticketing systems has led to Principality Stadium becoming a key point of contact for Premier League Football Clubs.”
These are just the latest in a long-running improvement campaign by Principality Stadium to ensure that it remains a ‘stadium for all’. In 2022 it made a proactive shift from a phone-based accessible ticketing system to a user-friendly online platform. This transition dramatically reduced booking times for accessible tickets from hours to mere minutes, significantly improving the experience for fans.
Looking ahead, later in 2025 the stadium will showcase groundbreaking technology that promises to revolutionize the matchday experience for visually impaired attendees. As well as the development of Stammer-friendly phone support options, ensuring accessible communication for all.
Find out more about the Accessible Guides in the video below:
