A shared goal of inclusive experiences with Chelsea FC

From sensory room boards to mega store quiet hours featuring Widgit Symbols

Chelsea FC Communication Board
Chelsea FC Sensory Room sign
Widgit and Chelsea FC representatives discussing symbols on a whiteboard
Close-up of Widgit symbols for football activities
Chelsea kit symbol with text label

When it comes to supporting your favourite football team, there’s more to the beautiful game than meets the eye. From collecting trading cards, to buying a football shirt – or even exploring a stadium up close – fans lucky enough to visit a club in person enjoy a once-in-a-lifetime experience they will never forget. But what if symbols had the power to make this milestone possible for even more individuals?

In recent years, Widgit has proudly played a pivotal role in enhancing accessible experiences at Chelsea Football Club. Our partnership began following the creation of a Sensory Room at Stamford Bridge – a dedicated space designed to provide a calm and welcoming environment for fans with sensory processing challenges.


Chelsea FC Widgit Symbols 1
Chelsea FC Widgit Symbols 2

Part of a project led by Nico Manduzio, the club’s Inclusion & Disability Project Officer, this involved Widgit’s Symbol and Information Designer Gee working closely with the club to create bespoke Widgit Symbols to be used as part of a magnetic communication board specifically designed for visitors, as well as other resources to support the sensory room experience.

“From my first tour of Chelsea’s Sensory Room, to seeing Widgit Symbols poised to help fans navigate the match experience, it has been truly rewarding to see the power of symbols in action for young people and their families.”

Guillaume Duclaud-Williams – Symbols and Information Designer, Widgit

Building upon this success, Widgit was then tasked by Samantha Milligan, Chelsea FC’s Global Online Partner Manager (and passionate believer of symbols), in developing a Communication Board for the Chelsea FC Megastore’s Quiet Hour initiative – in support of its Relaxed Stadium Tour. This board features relevant, easy-to-understand Widgit Symbols that communicate essential information, such as choosing an item and queuing to pay at the till.

By providing clear and accessible communication, this Communication Board alone has significantly improved the shopping experience for fans with communication difficulties. A Story to Help specific to the Chelsea FC Megastore is also available for fans wishing to prepare for their visit in advance.

As our journey with Chelsea FC continues, Widgit's Communication Boards and resources have not only benefited fans of the club, but have also set a new standard for inclusivity in the sports industry. Our partnership with Chelsea FC demonstrates our commitment to making sports accessible for everyone, regardless of their background or abilities.

To find out more, call our specialist team on 01926 333680 or email info@widgit.com

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