Creating inclusive spaces that ensure everyone can enjoy world-class sporting and entertainment events is a growing priority across the industry. The Principality Stadium in Cardiff has emerged as a leader in this effort, earning recognition for its innovative approach to accessibility thanks to its partnership with Nimbus Disability.
Principality Stadium pioneering accessibility with Nimbus Disability’s Access Card technology
The stadium was credited for “enhancing inclusivity and accessibility with features like access card technology for seamless ticketing, effortless stadium entry, accessible seating and parking, dedicated support services, and much more.”
The award celebrates the success of Principality Stadium’s incorporation of Nimbus Disability’s Access Card technology, which has revolutionised accessible ticketing. This innovation has transformed the experience for customers requiring accessible tickets, enabling online booking with freedom and independence.
Transforming the accessible ticketing experience
“We’ve been working with industry experts Nimbus Disability over the last year to deliver the Access Card to our supporters, building on our existing offering for fans with accessible needs,” said Dan Cook, Digital Ticketing and Customer Operations Manager at Principality Stadium, who led the project alongside Nimbus Disability.
“This initiative enables supporters requiring accessible tickets to book online with freedom and independence.
“Prior to the introduction of this initiative, all accessible tickets were only available to purchase in person or by calling the ticket office, a process which often resulted in long wait times and huge call volumes – an experience which was not fair and equal compared to other ticket types.
“We already have close to 2,000 supporters signed up to the scheme and have successfully used the technology to sell tickets for multiple upcoming rugby matches and concerts at Principality Stadium. The data unlocked by introducing the Access Card has given us a far richer understanding of our supporters’ needs and is helping shape future accessibility developments.”
Recognition at the ESSMA Stadium Industry Awards
The ESSMA Stadium Industry Awards, held during the 11th ESSMA Summit at Atlético de Madrid’s Riyadh Air Metropolitano, recognise innovation across four categories: Accessibility, Sustainability, Fan Experience, and Stadium Development. These awards showcase the incredible work being done to drive positive change in the sports and stadium industry.
Martin Austin MBE, Managing Director of Nimbus Disability, expressed his excitement over the achievement:
“Our groundbreaking collaboration with Principality Stadium and their visionary team has been an incredible journey. Together, we’ve pioneered a new era of sports ticketing within rugby, ensuring disabled fans enjoy the same seamless online booking experience as everyone else. We eagerly anticipate future collaborations and more industry-leading innovations at Principality Stadium.”
In the Accessibility category, Principality Stadium was honoured alongside FC Porto’s INZONE sensory room initiative and Allianz Arena’s barrier-free stadium features. These initiatives collectively set new standards for accessibility in the sports world.
As Principality Stadium continues to prioritise inclusivity, this recognition marks a significant milestone in its mission to create an equal and welcoming environment for all fans.
Driving forward equality, diversity and inclusion
Head of Equality, Diversity, and Inclusion (EDI) at the Welsh Rugby Union, Liam Scott, highlighted the importance of the initiative: “As part of our Equality, Diversity, and Inclusion ambitions, we aim to lead the way in stadium accessibility across the UK, ensuring that every visitor, regardless of ability, can enjoy events in a comfortable and barrier-free environment.
“Our goal is to make sure every fan’s experience at Principality Stadium is welcoming, inclusive, and enjoyable, fostering a sense of belonging and positive engagement for all.
“Access Card has been instrumental in helping us better understand our audience and make the necessary adjustments to achieve this vision.”
Mark Williams, Principality Stadium Manager, concluded: “It’s been a fantastic year working alongside Nimbus Disability. Their Access Card technology has helped further strengthen our offering to fans with accessible needs. It’s set to be more crucial than ever ahead of a jam-packed 2025 for Principality Stadium.”
For more information about Nimbus Disability and Principality Stadium’s accessibility initiatives, visit the Principality Stadium website.
For more information and to apply for your own Access Card, visit the Nimbus Disability website.
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