FanFair

FanFair is an inclusive live rugby experience transforming how visually impaired fans experience the game. Despite growing visibility of disabled athletes, inclusion for visually impaired fans has lagged behind, with only 7% of accessible rugby tickets in Ireland applied for by this group. Through Guinness’s Never Settle programme, FanFair introduced rugby’s first bespoke haptic language, allowing fans to feel live match action in real time. Debuting at the 2025 Six Nations, FanFair restored independence, belonging and sparked a wider cultural conversation around accessibility in sport.