Principality Stadium wins Product Innovation Award at TheStadiumBusiness Awards 2026

The award was presented at TheStadiumBusiness Awards ceremony in Manchester, recognising the stadium’s introduction of GiveVision headset technology for supporters with visual impairments and sight loss. Through the partnership, Principality Stadium became one of the first major venues in the world, and the Welsh Rugby Union the first international rugby union, to offer the innovative visual accessibility solutions to fans attending matches and events. 

The win marks a significant milestone in the stadium’s ambition to become the most accessible stadium in the UK. Following successful trials across a series of major events in 2025, including the Women’s Six Nations and concerts at the stadium, the technology has now become a key part of the venue’s accessibility offering. 

Dan Cook, Head of Ticketing at the Welsh Rugby Union, said: “We are incredibly proud to have won this award and to be recognised by our industry for the work we have undertaken alongside GiveVision. 

“Our ambition has always been to make Principality Stadium the most inclusive stadium in the world. We are on a mission to create an inclusive environment where every supporter can enjoy world class live events with freedom, dignity and independence. This partnership has allowed us to take another important step towards that goal and provide an exceptional experience for supporters with visual impairments and sight loss. 

“This award is a testament to the commitment of our teams and partners who continue to challenge how accessibility is delivered within live events. We are honoured that these efforts have been recognised on an international stage, but more importantly, we are proud of the positive impact this technology is having on our supporters.” 

We’re incredibly proud to see GiveVision’s work with Principality Stadium and the Welsh Rugby Union recognised with the Product Innovation Award.  

SBS26 at Emirates Old Trafford, Manchester awards (Pic: Paul Heyes)

Stan Karpenko, Founder of GiveVision added: “In the UK, 1 in 30 people live with sight loss, yet only around 1 in 3,000 fans at a typical matchday are visually impaired — a 100-fold gap. That means over one million visually impaired fans are still effectively excluded from the full live matchday experience.

“Live sport is built on atmosphere, emotion and shared moments, and visually impaired fans deserve to experience that with independence, choice and the same excitement as everyone else. 

“Principality Stadium and the WRU have shown real leadership by becoming the first rugby venue in the world to offer GiveVision, and by extending that commitment across major concerts too. 

They are setting a benchmark for what inclusive live entertainment should look like.”

The award forms part of Principality Stadium’s wider accessibility programme, which has seen the venue introduce a number of industry-leading initiatives in recent years, including accessible fan guides developed with disabled-led company Different Breed and the implementation of the Access Card through its partnership with Nimbus Disability. 

The recognition highlights Principality Stadium’s continued commitment to delivering exceptional experiences for all visitors, while driving innovation and accessibility across the live events industry. 

In addition to winning the Product Innovation Award, Principality Stadium was also shortlisted for the Event of the Year category for hosting the opening two nights of Oasis Live ‘25, one of the most highly anticipated concerts in recent history. The stadium was shortlisted along side some of the world’s biggest events, including Lady Gaga’s Mayhem Tour in Singapore, the NFL’s Dublin debut between the Vikings and Steelers at Croke Park, and the 2025 US Open in New York.