Chelsea FC X Cadbury Sign
with Fingers

You’d be amazed at how much the smallest gestures can change someone’s game. A high-five, a quick “how’s it going?”, or simply learning a few signs can break down barriers and bring people closer together. But for the deaf community, everyday interactions can be harder to come by, especially in the world of football, where feeling part of the action is everything.

That’s why Cadbury and Chelsea FC teamed up for Sign with Fingers, an ongoing campaign to make sure no fan misses out on the conversation. In 2023, research from the National Deaf Children’s Society revealed that 27% of Brits don’t know how to communicate with someone who is deaf. The result? Missed connections and lost moments.

Well, Cadbury wasn’t letting that slide.

We kicked things off in 2023; in Chelsea’s renewal announcement with Cadbury, we championed a deaf fan’s story while Chelsea’s Men’s and Women’s players joined in by learning British Sign Language (BSL). Talk about team spirit! But it didn’t end there. To keep the ball rolling and boost awareness, sign language interpreters made appearances on stadium tours, staff got a lesson in BSL, and the club’s anthem was even performed in sign language on matchday.

These small but mighty moments make all the difference for the deaf community. After all, every fan deserves a chance to connect. And through Signing with Fingers, Cadbury and Chelsea are showing that inclusion doesn’t have to be complicated.

Sometimes, it’s as simple as learning a new way to say “hello.”