These guides empower fans with access requirements to easily plan their stadium visit by offering detailed event information alongside tailored accessibility details. 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.
This commitment extends to all aspects of the matchday experience. 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.
WRU CEO Abi Tierney 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 your digital matchday ticket for every accessible ticket holder. The launch today has been accompanied by an informational video which can be found below.
Different Breed ®️ Founder, Craig Pryde 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.”
Nimbus Disability, Director of Partnerships Mark Briggs added:
“Following the success of The Access Card Scheme in live music and family attractions, the sporting sector became the next area of focus. 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. Furthermore, we are pleased to announce that this month Allianz Stadium launched its partnership with Nimbus and the Access Card. This is a testament to the work Principality Stadium has done over the past year.”
The guides mark a continued relationship with Nimbus Disability. We were proud to welcome Access Card to the stadium during our recent Autumn Nations fixture against South Africa to capture their ambassador for live sport, Richard’s visit which you can watch here:
These are just the latest in a long-running improvement campaign by Principality Stadium to ensure we remain a ‘stadium for all’. In 2022 we made a proactive shift from a phone-based accessible ticketing system to a user-friendly online platform. This transition has dramatically reduced booking times for accessible tickets from hours to mere minutes, significantly improving the experience for fans.
Digital Ticketing and Customer Operations Manager, Dan Cook said of the improvements:
“We’re incredibly proud of the progress we’ve made in making our ticketing and matchday experience more accessible. The shift to online booking has been transformative, drastically reducing wait times and empowering fans to manage their accessibility needs with ease. From the development of these comprehensive accessible guides, created in collaboration with disabled-led company Different Breed and Access Card, to the introduction of Stammer-friendly phone support and the groundbreaking technology we’re embracing for visually impaired attendees, we’re constantly looking for new ways to innovate and improve. While we’re proud of the progress we’ve made, we know there’s always more to do. Our vision is to create a stadium where everyone feels welcome, valued, and empowered to enjoy the thrill of live events. It’s about creating a truly ‘Stadium for All’ experience”.
Head of EDI, Liam Scott added:
“Our work with Access Card and Different Breed has been invaluable in developing these truly impactful guides. By working closely with organizations that have lived experience of disability, we’ve been able to create resources that are not only informative but also genuinely reflect the needs of our fans. This collaborative approach is essential to creating a truly inclusive environment.”
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.
For more information, you can access the Accessible Guides here:
https://differentbreed.events/profiles/wru/guides
