Principality Stadium tailored accessibility

Article posted by Coliseum, March 3^rd, 2025

Image: Coliseum GSVA

The Principality Stadium (Cardiff, Wales, UK) is setting a new standard for accessible event experiences with the launch of its Accessible Fan Guides – a first-of-its-kind resource for the sporting venues that provides both comprehensive event information tailored to individual accessibility needs and a fully accessible platform.

‘principalitystadium.wales’ stated that these guides empower the fans with access requirements to easily plan their stadium visit by offering detailed event information alongside tailored accessibility details.

The 74,500-capacity Millennium Stadium, known since 2016 as the Principality Stadium for sponsorship reasons, is the national stadium of Wales (UK). Located in Cardiff it is the home of the Wales national rugby union team and has also held Wales national football team games.

‘principalitystadium.wales’ further stated that crucially the guides themselves are fully accessible incorporating features like the attention deficit hyperactivity disorder (ADHD)-friendly filters, screen reader compatibility and seizure filters ensuring all the fans can access the information they need. Developed in collaboration with Access Card and created by the disabled-led company Different Breed this initiative underscores the stadium’s commitment to creating a truly inclusive environment.

Different Breed is disabled-led software as a service (SaaS) platform transforming accessibility in live events. They empower the event organizers and the venues of all sizes to create inclusive fan experiences through personalized accessibility guides – helping the disabled fans feel informed, confident and welcome.

Software as a Service (SaaS) is a cloud computing service model where the provider offers use of application software to a client and manages all needed physical and software resources. SaaS is usually accessed via a web application.

This commitment extends to all aspects of the matchday experience. Alongside the Accessible Fan Guides the Principality Stadium has also launched a new food and drink pre-ordering system for the accessible attendees. This service allows the fans to conveniently order refreshments directly to their seats further enhancing their enjoyment of events at the stadium.

Averred Abi Tierney, Welsh Rugby Union (WRU – the governing body of rugby union in the country of Wales) head honcho, “I’m so proud to see the 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 United Kingdom 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 one’s digital matchday ticket for every accessible ticket holder.

Commented Craig Pryde, Different Breed Founder, “At Different Breed we are excited for the opportunity to work with the 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 the attendees and how its metrics will help the Principality Stadium gain a deeper understanding of their disabled community.”

Maintained Mark Briggs, Director of Partnerships, Nimbus Disability, “Following the success of The Access Card Scheme in live music and family attractions the sporting sector became the next area of focus. The 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 the disabled customers have a consistent and positive experience, from purchasing tickets to enjoying the event and returning for the future events. This model of creative ticketing integration is now being used as a benchmark for the other large, multioperational sporting venues. Our integration with the ticketing systems has led to the Principality Stadium becoming a key point of contact for the Premier League (the highest level of the English football league system) football clubs. Furthermore, we are pleased to announce that this month the 82,000-capacity Allianz Stadium in Twickenham (UK) launched its partnership with Nimbus and the Access Card. This is a testament to the work the Principality Stadium has done over the past year.”

Nimbus Disability is a pioneering social enterprise company based in Derby, England (UK) and is run by the disabled people and enables the companies and the service providers to meet and exceed their legal obligations for the disabled people.

The Access Card Scheme is a system where the disabled individuals can apply for a card that visually communicates their specific accessibility needs to the businesses and the venues allowing them to readily request reasonable adjustments like reserved seating, accessible parking, or assistance with mobility by presenting the card which details their particular disability-related barriers through symbols or icons.

The above are just the latest in a long-running improvement campaign by the Principality Stadium to ensure they remain a ‘Stadium For All’. In 2022, the Principality Stadium made a proactive shift from a phone-based accessible ticketing system to a user-friendly online platform. This transition has dramatically reduced the booking times for accessible tickets from hours to mere minutes significantly improving the experience for the fans.

Dan Cook, Digital Ticketing and Customer Operations Manager, WRU, 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 the wait times and empowering the fans to manage their accessibility needs with ease. From the development of these comprehensive accessible guides created in collaboration with the disabled-led company Different Breed and Access Card to the introduction of stammer-friendly phone support and the groundbreaking technology we’re embracing for the 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 the live events. It’s about creating a truly ‘Stadium For All’ experience.”

Remarked Liam Scott, Head of Equality, Diversity and Inclusion (EDI), WRU, “Our work with Access Card and Different Breed has been invaluable in developing these truly impactful guides. By working closely with the 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 the visually impaired attendees. As well as the development of stammer-friendly phone support options, ensuring accessible communication for all.

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