Challenge
Extend and leverage Sela’s partnership with Newcastle United by creating a more inclusive matchday experience, addressing the disconnect felt by the 12 million adults in the UK living with hearing loss who are unable to fully enjoy the atmosphere of alive football game.

Insight
Football is more than something you watch — it’s something you feel. For deaf and hard-of-hearing fans, translating sound into physical sensation could unlock a deeper, more emotional connection to the game.

Idea
Develop the Sela Sound Shirt — a world-first innovation using haptic technology to convert stadium audio into real-time vibrations, allowing fans to feel the energy, intensity and emotion of the match through touch.

Execution
Working in partnership with RNID, the shirts were introduced to fans at live matches, with embedded actuators responding to crowd noise and in-game moments. The initiative was amplified through digital and social channels, showcasing the technology in action and reinforcing Sela’s commitment to creating “Spectacular Experiences.”

Result
Generated over 5 billion global reach
Drove a 520%+ increase in traffic to Sela’s social channels
Adopted by leagues including La Liga and Serie A, with further global expansion underway