A world-first initiative, the haptic shirts - created by Cute Circuit - were introduced through Sela's trailblazing Unsilence the Crowd campaign, which marked Deaf Awareness Week 2024.
Transforming stadium noise into a real-time touch sensation, cutting-edge haptic technology enabled deaf fans to feel the famous St. James' Park atmosphere like never before. The technology debuted during the Magpies' 4-0 win against Tottenham Hotspur in April and will now become a permanent fixture of the club's growing accessibility offering.
New 'Sela Sound Shirts' will be made available to Season Ticket Holders and Members with hearing impairments, as part of Sela's drive to continue delivering spectacular experiences for fans.
How do Sela Sound Shirts work?
Sela Sound Shirts are designed to enhance the matchday experience for fans with hearing impairments by transforming stadium noise into a real-time touch sensation.
The shirts use conductive textiles and haptic modules that are integrated into the fabric. Microphones capture sound around the pitch, which is converted using specialised software. This software transforms crowd noise into touch data which is wirelessly transmitted to shirts via an antenna - allowing fans to feel the live stadium atmosphere.
Who is eligible to apply for a Sela Sound Shirt?
Newcastle United Season Ticket Holders and Members that have a registered hearing impairment can apply to access Sela Sound Shirts. Applications will then be processed via a ballot system ahead of home league fixtures during the 2024/25 season.
To verify a hearing impairment with the club, please send a relevant supporting document (alongside your supporter ID number) to the disability support team: [email protected].
How can I apply for a Sela Sound Shirt?
Season Ticket holders who have verified a hearing impairment can apply to use a Sela Sound Shirt this season by registering interest with the disability support team: [email protected].
Members who have verified a hearing impairment with the club will be granted access to a specific accessibility ballot. Alongside a standard ballot for single matchday ticketing, accessibility ballots allow fans with disabilities to apply for specific ticket categories.
* A separate ticketing ballot will be available for Sela Sound Shirts (SSS), starting with the Premier League fixture against Manchester City on Saturday, 28th September.
What happens if I successfully apply for a Sela Sound Shirt?
The Newcastle United Box Office will notify fans via email if they have been successful in applying to use a Sela Sound Shirt for a specific matchday.
If successful, fans will attain their Sela Sound Shirt at a designated pre-match meeting point in the stadium, where they will be greeted by a club representative. At the end of a match, fans will return their Sela Sound Shirt to the club representative at the agreed meeting point.
Additional information
For additional information or queries about Sela Sound Shirts, please contact the disability support team: [email protected].
