Unsilence The Crowd

Sela, sponsors of NUFC and specialists in live experiences, recognised an opportunity to help a fan demographic too often overlooked – the Deaf community. Using cutting-edge technology, we developed a world-first: a replica NUFC shirt woven with intelligent sensors that translated the ebbs and flows of crowd noise into a complex “physical language” of pulses, waves, and tingles. The technology debuted on 13 April 2024 – ahead of Deaf Awareness Week – before 50,000 people in-stadium and millions on TV.