For visually impaired football fans, much of the excitement of a live match can be difficult to access. To address this challenge, stc launched The Blind Seats, an innovative initiative developed in partnership with Saudi Arabia’s Ministry of Sport.
Installed inside football stadiums, the specially designed seats converted key moments of the game into real-time haptic feedback and vibrations. The technology enabled fans to physically feel the rhythm, intensity and emotional highs of the match as it unfolded, creating a more immersive and inclusive stadium experience.
The campaign also shared participants’ reactions online, highlighting the impact of making live sport more accessible. “We believe football belongs to everyone,” said Firas Ghannam, Executive Creative Director at VML Riyadh. “Seeing fans experience every moment, not just as spectators but as part of the action, was deeply moving.”
Brand: stc
Campaign: The Blind Seats
Lead Agency: VML Riyadh
Production Company: Blue Elephant
