Unsilence The Crowd has redefined the fan experience for deaf football fans by allowing them to feel the atmosphere of a live football match for the first time. Through true collaboration with charity partner RNID, Sela and Newcastle United launched the Sela Sound Shirt, which debuted in stadium at Newcastle United’s Premier League game vs Tottenham Hotspur. Haptic technology was incorporated into replica NUFC match shirts that transform the noise of the stadium into real-time touch sensations, allowing this community to experience the atmosphere of a live football match like never before. Sela also donated its front-of-shirt sponsorship of NUFC to RNID for the match – marking the first time a hearing loss charity has been promoted on Premier League shirts. The lasting impact of the campaign is already being seen with global footballing institutions committing to adoption of the technology.