Principality Stadium is continuing to raise the bar for accessible event experiences by announcing a vital new partnership with STAMMA, the largest UK charity and membership organisation representing people who stammer. This collaboration is designed to ensure that every interaction within the venue is inclusive, providing comprehensive training and support to all fan-facing staff to assist visitors who stammer.

This initiative empowers fans with communication differences to feel confident and valued during their stadium visit. The partnership involves a rollout of specialist training across all key operational departments, including customer service, hospitality, and stewarding staff. By equipping these teams with the knowledge and confidence to recognise and support those who stammer, the stadium is removing barriers to communication and ensuring a welcoming environment for all.

This commitment extends beyond face-to-face interactions. Working with STAMMA, Principality Stadium is reviewing its customer service channels to introduce stammer-friendly support options. This ensures that whether a fan is booking a ticket over the phone, asking a steward for directions, or ordering refreshments in a hospitality suite, they are met with patience, understanding, and respect.

WRU Head of Ticketing, Dan Cook, said of the partnership:

“We are constantly looking for ways to innovate and improve the journey for our fans. In our previous roadmap, we committed to developing stammer-friendly support, and we are proud to deliver on that promise today through this partnership with STAMMA. From the moment a fan contacts our supporter service team to the moment they are greeted by a steward or hospitality host, we want the experience to be seamless. This training gives our staff the tools they need to deliver the world-class service our visitors deserve.”

STAMMA Director of Services & Deputy CEO, Kirsten Howells, said:

“We are thrilled to partner with Principality Stadium to make real, lasting change for the stammering community.

“We know first-hand how much of a difference it can make for people who stammer to be in an environment that makes them feel truly welcome. We believe knowing staff is trained to meet their needs, and that systems have been changed to be more accessible specifically for them, has the power to do just this.

“We’re incredibly excited to have supported the Principality Stadium as they work to improve fan experience. We’re looking forward to seeing the impact this collaboration will have”

WRU Head of EDI, Liam Scott, added:

“True inclusion requires listening to lived experiences. Just as we worked with Different Breed on our Accessible Fan Guides, working with STAMMA allows us to understand the specific nuances of communication barriers. By training our staff across customer service, hospitality, and stewarding, we are not just changing procedures; we are changing the culture of the matchday experience. A ‘Stadium for All’ means exactly that, creating an environment where everyone feels comfortable and heard.

This partnership marks the latest milestone in a proactive campaign by Principality Stadium to ensure it remains a global leader in accessibility. It follows the launch at the start of the year of Principality Stadium’s  Accessible Fan Guides. Developed in collaboration with Access Card and Different Breed, they provide comprehensive, accessible information for fans with diverse needs.

These efforts build upon the stadium’s shift in 2022 from a phone-based accessible ticketing system to a user-friendly online platform, a move that drastically reduced booking times and improved fan independence. The addition of STAMMA training complements the existing work with Nimbus Disability and their Access Card, further solidifying the stadium’s reputation as a benchmark for large, multi-operational sporting venues.

It’s endeavours such as these which led to the Welsh Rugby Union retaining it’s Disability Sport Wales InSport Gold Award last week, recognising the organisation’s continued commitment to delivering inclusive opportunities across rugby in Wales.

For more information on the stadium’s accessibility features and the new partnership, please visit the WRU Help Centre.

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