Number 132
Image source: Chelsea FC
Chelsea & Cadbury Pioneer
On-Screen BSL for Matchday Inclusion
Featured Focus:
Access / Inclusion / Equality,
Partnerships for Good, Community Programs
Scope of Impact: National
Scouting Report: Chelsea FC, in a groundbreaking partnership with Cadbury, is introducing on-screen British Sign Language (BSL) interpreters for all home games during the 2025/26 season. Here’s what sets this program apart:
Unprecedented Accessibility: This initiative, a first for both the Premier League and Women's Super League, aims to dismantle communication barriers and foster a truly inclusive environment for deaf football fans. BSL interpreters will be visible on-screen at Stamford Bridge and Kingsmeadow for all men’s and women’s domestic and European home fixtures.
Holistic Inclusion Strategy: The "Sign with Fingers" campaign extends beyond matchdays, incorporating BSL interpreters at fan forums and building upon established BSL-led stadium tours. Cadbury is also launching a digital hub to distribute BSL learning resources, empowering both players and fans to upskill in BSL and promoting broader deaf awareness.
Community-Driven Partnership: Developed in close collaboration with the Chelsea Deaf Supporters Group and the National Deaf Children’s Society, this initiative is rooted in authentic community needs. It responds directly to research revealing significant communication difficulties between hearing and deaf individuals, transforming empirical data into impactful action.
This initiative is the perfect example of leveraging the powerful platform of professional sports for profound social impact. Chelsea and Cadbury are fundamentally transforming the matchday experience, making it genuinely accessible for deaf fans.
The commitment to on-screen BSL interpreters for all home games across both men's and women's teams sets an unparalleled standard in elite football, challenging the status quo.
While other clubs offer valuable BSL stadium tours or one-off BSL performances, the provision of real-time, on-screen interpretation during live matches represents a significant philosophical leap. It moves beyond basic accommodation to actively creating an equitable and fully integrated experience, ensuring deaf fans can participate in the core event with the same immediacy as hearing fans. It reminds us of a similar initiative from the NHL that we covered a few months ago, only this one is for the full season.
We love that this initiative was developed in authentic collaboration with the Chelsea Deaf Supporters Group and the National Deaf Children’s Society, ensures solutions are community-driven and impactful. We also love the partnership with Cadbury. From the campaign, “Sign With Fingers” (has anyone ever not finished a box of Cadbury Fingers in one go?) to the digital hub the brand will launch to empower the community to learn sign language and be more aware of the challenges of the deal community. We’re really excited for this program!
In addition to the obvious community impact, this is a strategic move from Chelsea to potentially gain new fans and/or lead the way for other clubs to do the same. To make this initiative even more impactful, we’d love to see the Premier League and the Women’s Super League join the chat!
What about making this move mandatory for all clubs across their leagues? It would only add more popularity to what is considered the best national leagues in the soccer world.
Looking at this initiative, what can you do to increase accessibility to your upcoming campaigns? What sport teams, athletes or brands would be good partners for this type of endeavors? You tell us!
