Visually impaired (VI) fans have long been sidelined in rugby stadiums designed with sighted fans in mind. At Ireland’s Six Nations matches, just 0.1% of attendees identified as VI, highlighting a striking disparity. Guinness FanFair tackled this exclusion by confronting both the physical and emotional barriers VI fans face: lack of accessible technology, the isolating experience of attending games without commentary or context, and the feeling that their presence doesn’t belong.
Through a partnership with Field of Vision, a bespoke haptic language was developed to translate live rugby action into tactile feedback, allowing VI fans to feel the game. Crucially, this wasn’t just about access, it was about emotional equity. VI fans were invited to 8 major games to trial the experience, shifting the role of the fan from passive observer to active participant. The work didn’t just provide a workaround; it challenged how sport is experienced and who it is truly for.
