London International Awards

2024 Winners and Finalists

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Entrant: Sela x Newcastle United, Newcastle Upon Tyne
Brand: Sela Sound Shirt
Title: "Unsilence The Crowd"
Corporate Name of Client: Sela
Events and Live Experiences Company: Sela , Jeddah
Sports Marketing Company: Prism Sport + Entertainment, London
Communications Company: Spectacle, London
Sports Brand Company: Newcastle United, Newcastle Upon Tyne
Technology Company: Cute Circuit, London

Description:
A first of its kind partnership between Sela, RNID and Newcastle United culminated in Unsilence The Crowd, a groundbreaking campaign, which delivered the world-first use of new technology designed to increase accessibility to football for deaf fans. ? Research conducted by Sela and charity partner RNID revealed 71% believe new technology can be implemented to make live sports events more accessible. Sela identified the opportunity to use their technological capabilities to bring the electricity and roar of St. James Park to the incredibly passionate, yet underrepresented community of NUFC fans who are deaf or have hearing loss.

Sela and technology partner, Cute Circuit, incorporated haptic technology into replica NUFC match shirts that transform the noise of the stadium into real-time touch sensations, allowing this community to experience the atmosphere of a live football match like never before.

The technology debuted at NUFC’s Premier League game against Tottenham Hotspur in front of 50,000 people, with millions more on TV and with a match take over to bring the campaign to life.?

The use of this breakthrough technology in Unsilence The Crowd was ‘revolutionary’ in increasing accessibility for deaf fans. The wider impact of the campaign is already being seen, with Sela working towards mass adoption of the technology across the sporting world, including commitments from several major European football leagues to introduce the technology.