This Guinness Men’s & Women’s Six Nations, Guinness is partnering with Field of Vision, the pioneers of fan inclusivity, to bring a revolutionary sensory experience to visually impaired fans at this year's Championships. Thanks to a cutting-edge device which uses a touch-based technology and a bespoke haptic language, visually impaired fans can now feel every tackle, try and kick instantly, as well as knowing precisely where the play is happening on the pitch, transforming the game of rugby. This new partnership with Field of Vision, with support from the IRFU, is part of Guinness’s ongoing commitment to champion impactful inclusion and diversifying experiences for all, never settling until sport is a place where everyone can belong.
Guinness alongside their brand experience agency, Catapult, developed the campaign under Guinness’s Never Settle initiative, to introduce Field of Vision’s sports assistive technology to visually impaired rugby fans across the Guinness Six Nations.
In Ireland alone, almost 300,000 people are visually impaired* and often miss out on fully engaging with sports, a gap that the team at Field of Vision aims to bridge this Guinness Six Nations. By combining AI-driven tracking with a unique haptic interface, Field of Vision fosters independence, inclusivity and a shared emotional experience that transcends visual barriers. This game-changing initiative made its rugby debut during Ireland’s opening fixture against England, with 15 visually impaired fans making use of the device. Fifteen units will also be used by members of Voice of Vision Impairment Ireland for Ireland’s upcoming match against France on March 8th at Aviva Stadium, allowing those users to provide vital feedback on the future development of the device.
The Technology Behind the Device:
Field of Vision's AI-powered cameras track the ball's every move in real-time, relaying the data to handheld devices held by visually impaired fans. A magnetic "ball" within the device mimics the action on the field, vibrating and shifting to represent passes, tackles, and every heart-stopping moment. For Ireland’s Guinness Men’s Six Nations fixtures, this technology was enhanced with accompanying radios, connected to RTÉ Radio 1 commentary, allowing the users to both feel and hear the match. The device adds a crucial tactile dimension, allowing fans to truly connect with the game's energy and eliminating the lag or disconnect that many experience with audio-only solutions.
As part of today’s launch, Guinness & Field of Vision have released a short content piece, featuring Guinness Never Settle ambassador, Martin Gordon as he uses the device during Ireland’s opening Guinness Men’s Six Nations fixture against England. This content is audio-described, and subtitles will also be available to make it more accessible to consumers.
"This Guinness Six Nations, we're not just watching rugby, we're feeling it," Alan McAleenan, Marketing Director at Guinness Ireland said of the initiative. " This initiative brings visually impaired fans into the heart of the game. It’s not just about enhancing the experience—it’s about removing barriers, empowering participation, and proving that rugby’s passion belongs to every fan.”
Two-time Paralympian and Guinness Never Settle ambassador, Martin Gordon, echoed the sentiment: "This initiative is a game-changer. As a huge rugby fan, who is visually impaired, I am hugely excited by Field of Vision. Live sport is more than just a spectacle—it’s an emotional shared experience: The roar of the crowd, the tension before a kick, the collective euphoria of a last-minute try. But for visually impaired fans like me, these moments are often out of reach and at best can be out of sync. Being able to truly experience and feel a match day is something everyone deserves, and I'm excited to see the Field of Vision devices become a fixture at Irish sporting events."
Guinness and Field of Vision, with support from the IRFU are committed to expanding this initiative to more fixtures and to finding a long-term solution to providing these units to more fans in the future. Guinness have also been working with the Voice of Vision Impairment for the in-stadium experience using the Field of Vision devices and across accessible broadcast with Virgin Media. The Voice of Vision Impairment Ireland have been providing key feedback on how to improve the experience for future users.
Catapult, known for their work in fan experience and brand-led cultural innovation, identified the technology’s potential and introduced a concept to Guinness as part of their ongoing mission to make sport more inclusive.
“Our job is to make brands human through meaningful fan experiences,” said Des O’Leary, Group Managing Director at Catapult. “When we uncovered Field of Vision, we saw an opportunity to fundamentally change the way visually impaired fans engage with live rugby – allowing them to experience the game with the same immediacy and connection as everyone else.” He continued, “For us, fan experience is about creating what matters to real fans, that’s what builds global fan communities. This idea is a great example of how creativity and technology can help a brand turn purpose into powerful, lasting impact.”
