Guinness FanFair, developed in partnership with Field of Vision, is a technology-driven solution designed to empower visually impaired (VI) rugby fans. By creating a bespoke haptic language for Field of Vision’s device, we enabled VI fans to experience the game through tactile feedback, translating every key moment— tackles, tries, and kicks—into physical sensations. This innovation, tested at the 2025 Six Nations Tournament, broke down barriers of physical and emotional disconnection for VI fans in stadiums traditionally designed for sighted audiences. The integration of mobile-led technology into the live sports experience not only enhanced engagement but also fostered inclusivity by addressing the underrepresented needs of the VI community. This project showcases how technology can drive positive social change, making sport more accessible and inclusive, while reinforcing Guinness’s commitment to diversity and social responsibility.
