Football brings people together, but for those whose main communication method is BSL, missing out on commentary can create a disconnect from the full matchday experience. In an effort to reduce this gap, Chelsea FC have teamed up with Cadbury to provide British Sign Language interpreters on-screen at all home games during the 2025/6 season.
This move, which will see BSL interpreters from Performance Interpreting at both Stamford Bridge and Kingsmeadow, marks a first in both the Premier League and Women’s Super League. Indeed, the step marks a step towards greater inclusion among the club’s fan communities and beyond.
Head of the Chelsea Deaf Supporters Group, Dean Humphreys stated, ‘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.’
The campaign was developed in collaboration with the Chelsea Deaf Supporters Group and the National Deaf Children’s Society, seeking to address research which indicated that 27% of Britons are unsure how to approach or communicate with someone who is deaf. Indeed, something which leads to multiple missed opportunities for connection, in a game which brings so many people together.
Louise Page, partnerships lead, Mondelez International, added: ‘At Cadbury we want all families and fans to share and enjoy “Glass and a Half” moments together in inclusive and welcoming environments.
‘As a league-wide first, our Sign with Fingers campaign is set to deliver season-long game changing impact for the Chelsea deaf fan communities at both Stamford Bridge and Kingsmeadow stadiums and for broader fans via the Sign with Fingers online learning hub.
‘We’re excited to kick things off and work with both Chelsea men’s and women’s teams to deliver on our shared goal of meeting the needs of all supporters.’