On the eve of this year’s Guinness Men’s Six Nations, Virgin Media Television has teamed up with Guinness to provide live Audio Description and Irish Sign Language for viewers, making the Championship more accessible for fans.

Virgin Media Television will have live Audio Descriptive commentary, an Irish Sign Language Pop-Up Channel on Virgin Media PLAY and will be creating, in conjunction with Guinness and other participating brands across the Omnicom Media Group network including the National Dairy Council, Gas Networks Ireland, Dr Oetker and Virgin Media, a fully accessible ad break for two of Ireland’s fixtures during the Guinness Men’s Six Nations – Ireland v England and Wales v Ireland .

Over 500,000 people in Ireland are either blind, visually impaired or deaf, making live sporting events less accessible.

Guinness’s aim is to support the Irish media landscape in becoming even more representative of our modern and diverse society, giving equal opportunity to “see, hear and experience.”

“We are incredibly proud to partner with Virgin Media Television to enhance the accessibility of this year’s Guinness Men’s Six Nations Championship,” said Alan McAleenan, Marketing Director at Guinness Ireland.

“We believe everyone should have the opportunity to experience the passion and excitement as some of the world’s best rugby teams come together.”

“By providing live Audio Description and Irish Sign Language for this year’s fixtures aired on Virgin Media, we are taking a significant step towards a more inclusive and representative viewing experience for all. This initiative reflects Guinness’s ongoing commitment to celebrating inclusivity & diversity and we look forward to building this further over this year’s Championship and beyond.”

“Virgin Media Television are excited to partner with Guinness for this year’s Guinness Men’s Six Nations to enhance the accessibility of our coverage, ensuring every fan can experience the thrill of the Championship in full,” added Sponsorship and New Product Development lead at Virgin Media, Hannah Meaney.

“With the initiative of an Audio Descriptive commentary, a unique Irish Sign Language Pop-Up Channel on Virgin Media PLAY, and a fully accessible ad break during our Irish matches, we’re proud to lead the way in making sports more inclusive than ever. This marks an important media first and the beginning of our ongoing commitment to create a more accessible experience for all.”

“It is fantastic to see the steps both Guinness and Virgin Media Television are taking to create equal opportunities for those who are blind, visually impaired or deaf to experience this year’s Championship,” said Virgin Media Sports pundit and former Italy Rugby Player, Ian McKinley.

“The Guinness Six Nations brings together some of the world’s best teams and players and everyone should have the opportunity to enjoy these matches while watching from home or in stadium. I look forward to seeing this become possible across the board for all sporting events in the years to come.”

 

SPORT FOR BUSINESS PERSPECTIVE

Seeing media and brands weigh in on issues of accessibility is a hugely positive advance. These things are not easy and that makes them all the more important.

WHAT’S UP NEXT?

The first game to benefit will be tomorrow’s match between Ireland and England at the Aviva Stadium

MEMBERSHIP AND EVENTS

Vision Sports Ireland and most of the major sponsors across Rugby in Ireland including Aviva, Vodafone, Bank of Ireland, PwC and Energia are among the 300+ full active members of the Sport for Business community.Our Inclusion pillar of coverage and events is supported by Allianz.

 


 

 

The Sport for Business Membership comprises nearly 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies. 

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