Chelsea & Cadbury To Introduce British Sign Language Interpreters At All Home Fixtures

In a first for a Premier League and Women’s Super League side, Chelsea FC, Chelsea FC Women and long-term partner Cadbury have announced that British Sign Language (BSL) interpreters will be present on screen at all men’s and women’s domestic and European home fixtures, at both stadiums, for the 2025/26 season.

Chelsea and Cadbury’s Sign with Fingers campaign, built in collaboration with the Chelsea Deaf Supporters Group and National Deaf Children’s Society, looks to celebrate and promote greater inclusion among the club’s fan communities and beyond.

Born out of research that revealed 60% of the population find it difficult to communicate with someone who is deaf and 27% of Brits admitted to not knowing how to approach someone who is deaf, Chelsea and Cadbury will look to create a more inclusive environment at the club’s stadiums with the goal to upskill and educate players and fans in BSL across the 2025/26 season.

Alongside the introduction of BSL interpreters at Stamford Bridge and Kingsmeadow Stadiums, BSL interpreters will attend the clubs’ fan forums alongside BSL-led stadium tours which were established last season.

Providing fans with information on deaf awareness and communications methods to help remove barriers and encourage better matchday connection between fans is at the heart of the project.

The initiative marks a significant step forward in Chelsea’s commitment in making its stadiums accessible, inclusive and welcoming to all, ensuring that every supporter feels welcome, included, and able to fully enjoy the matchday experience.

Dean Humphreys, Head of the Chelsea FC Deaf Supporters Group, said: “It’s fantastic to have a full provision for BSL interpreters at all the club’s matches and stadiums for the coming season.

“Being able to communicate with the club fully means so much to deaf Chelsea fans, and I am so proud that both sides are providing this service – a first in both the Premier League and Women’s Super League. It’s a great win for all of us.”

Dan McEwan, Director of Partnerships for Chelsea Football Club, added: “This important initiative is part of our ongoing efforts to make our stadiums accessible, inclusive and welcoming for all.

“By enhancing our provision for the deaf community, we’re helping even more of the Chelsea family engage with and enjoy every moment of a matchday — from pre-match build-up to the final whistle.

“The deaf community is an important part of our wider fanbase, and this initiative reflects our journey to better understand and meet the needs of all our supporters. We are proud to take this step with the continued support of our partner, Cadbury, whose backing helps us create more inclusive experiences for everyone.”