The stadium was credited for “enhancing inclusivity and accessibility with features like access card technology for seamless ticketing, effortless stadium entry, accessible seating and parking, dedicated support services, and much more.”

The award celebrates the success since Principality Stadium incorporated Nimbus Disability’s Access Card technology to revolutionize accessible ticketing. This innovation has transformed the experience for customers requiring accessible tickets, enabling online booking with freedom and independence.

“We’ve been working with industry experts Nimbus Disability over the last year to deliver the Access Card to our supporters, building on our existing offering for fans with accessible needs,” said Dan Cook, Digital Ticketing and Customer Operations Manager at Principality Stadium who led the project alongside industry experts Nimbus Disability “This initiative enables supporters requiring accessible tickets to book online with freedom and independence.

“Prior to the introduction of this initiative, all accessible tickets were only available to purchase in person or by calling the ticket office, a process which often resulted in long wait times and huge call volumes—an experience which was not fair and equal compared to other ticket types.

“We already have close to 2,000 supporters signed up to the scheme and have successfully used the technology to sell tickets for multiple upcoming rugby matches and concerts at Principality Stadium. The data unlocked by introducing the Access Card has given us a far richer understanding of our supporters’ needs and is helping shape future accessibility developments.”

The ESSMA Stadium Industry Awards, held during the 11th ESSMA Summit at Atlético de Madrid’s Riyadh Air Metropolitano, recognize innovation across four categories: Accessibility, Sustainability, Fan Experience, and Stadium Development. These awards showcase the incredible work being done to drive positive change in the sports and stadium industry.

Martin Austin MBE – Managing Director of Nimbus Disability said, “Our groundbreaking collaboration with Principality Stadium and their visionary team has been an incredible journey. Together, we’ve pioneered a new era of sports ticketing within rugby, ensuring disabled fans enjoy the same seamless online booking experience as everyone else. We eagerly anticipate future collaborations and more industry-leading innovations at Principality Stadium.”

In the Accessibility category, Principality Stadium was honoured alongside FC Porto’s INZONE sensory room initiative and Allianz Arena’s barrier-free stadium features. These initiatives collectively set new standards for accessibility in the sports world.

As Principality Stadium continues to prioritize inclusivity, this recognition marks a significant milestone in its mission to create an equal and welcoming environment for all fans.

Head of EDI at the WRU, Liam Scott said of the initiative, “As part of our Equality, Diversity, and Inclusion ambitions, we aim to lead the way in stadium accessibility across the UK, ensuring that every visitor, regardless of ability, can enjoy events in a comfortable and barrier-free environment.

“Our goal is to make sure every fan’s experience at Principality Stadium is welcoming, inclusive, and enjoyable, fostering a sense of belonging and positive engagement for all.

“Access Card has been instrumental in helping us better understand our audience and make the necessary adjustments to achieve this vision.”

Mark Williams, Principality Stadium Manager concluded, “It’s been a fantastic year working alongside Nimbus Disability. Their Access Card technology has helped further strengthen our offering to fans with accessible needs. It’s set to be more crucial than ever ahead of a jam packed 2025 for Principality Stadium”.

For more information about Nimbus Disability and Principality Stadium’s accessibility initiatives, visit https://www.principalitystadium.wales/information/accessible-facilities/