Chelsea has been a part of Naomi’s life for as long as she can remember. She grew up watching her club lift trophies and score goals on TV but never had the chance to experience matchday culture in person.

As a fan of both the men’s and women’s team, Naomi was instantly drawn to the likes of Lauren James, mesmerised by her magical footwork and vibrant personality on and off the pitch. 

For Naomi, being a deaf football fan has always meant engaging with the game in a different way: 'We don’t experience football less, we just experience it differently and pay attention to the game much more with our eyes.'

This season Chelsea became the first Premier League club to provide British Sign Language (BSL) interpreters on-screen at all home games in the Premier League and WSL, working with Cadbury to facilitate all domestic and European fixtures at Stamford Bridge and Kingsmeadow. 

Chelsea and Cadbury’s Sign with Fingers campaign, built in collaboration with the Chelsea Deaf Supporters Group and National Deaf Children’s Society, looks to celebrate and promote greater inclusion among the club’s fan communities – ensuring that everyone can enjoy matchdays. 

The initiative has ensured that, for the first time, Naomi has been able to attend a game at Stamford Bridge.

VERSUS caught up with her to find out more about how the campaign improves fans’ experiences.

Does having BSL at home games encourage you to go to more?

Yes definitely because when I feel included, it makes me want to be there more as having BSL access makes the experience better.

What’s one thing you wish more people understood about being a deaf football fan?

We are just as passionate as anyone else. We don’t experience football less. We just experience it differently and we pay attention to the game much more with our eyes.

What is a typical matchday like for a deaf football fan?

I rely more on visuals, reactions and the atmosphere. I watch the crowd to feel the energy and stay alert on what’s going on during the game.

What challenges do you face as a deaf football fan?

Missing announcements, last-minute changes or commentary. Sometimes communication barriers with staff or other fans, which is a shame as I’d love to connect with hearing fans as well.

What makes you proud to be a part of the deaf community?

Our resilience. Our language. Our culture. We always find ways to connect and celebrate together through the beauty of sign language. Sometimes I don’t even need to say anything as other deaf people will just see my facial expressions and they’ll understand immediately.

How do you feel supported by Chelsea and Cadbury on matchdays?

By providing BSL access, they show commitment, not just words. It feels genuine and respectful towards the deaf fans and it makes us feel very included. It also makes me feel proud when I can say to other deaf fans that my club provides BSL access.

What advice would you give to hearing fans who want to learn more about communicating with deaf football fans?

Be open and be patient. Learn a few signs such as goal, offside, player names as small effort makes a big difference for us.

How does football still need to change to be more inclusive for deaf fans?

More consistent BSL access, better visual information and more deaf representation in football spaces such as a deaf reporter or the players and hearing fans learning some signs so we can interact with them whenever we get the chance to.