Communication with Disabled Fans at Sports Events: Approaches, Challenges, and Opportunities

Abstract

This study investigates how effectively European football clubs communicate and implement accessibility features for disabled fans, aiming to develop a comprehensive framework for evaluating these practices. Using a multi-phase research design, the study analyzes disability support systems through semi-structured interviews with representatives from eleven European football clubs and a systematic analysis of club documentation. The methodology combined traditional qualitative analysis with large language model (LLM)-assisted content analysis, enabling robust identification of thematic patterns and performance indicators. Our findings reveal significant disparities in disability support practices, with larger clubs demonstrating structured approaches through dedicated Disability Access Officers (DAOs) and comprehensive communication strategies. Analysis identified three distinct performance tiers: Elite Performers, primarily well-resourced clubs with advanced systems; Solid Performers, mid-tier clubs with established frameworks; and Developing Systems, smaller organizations with emerging support structures. We present a validated Fan Communication Model incorporating key weighted criteria, including infrastructure, dedicated personnel, engagement, specific adaptations, ticketing, challenge management, and feedback systems. This model provides a standardized framework for evaluating disability support communication in football organizations. The research demonstrates the importance of integrating technological solutions with human-centered approaches while maintaining universal design principles. Our findings contribute to the sports accessibility literature and provide evidence-based recommendations for football organizations seeking to enhance their communication with disabled fans.