Matthew Muir: BT Sport is making inroads in BSL content for the deaf community (BSL)

Posted on June 13, 2023 by



Just before Christmas, BT Sport launched their ‘Sign Up’ campaign to raise the profile of the Deaf community within sport, create inclusive content and ensure that their programming is accessible to all.

This included a campaign video of the BSL alphabet, involving Premier League players and managers to help destigmatise the use of BSL in the wider public. In addition, the campaign includes projects such as, ‘New Signing’ to improve accessibility by recruiting deaf match presenters and a ‘Deaf Away Days’ series, in order to promote the experience of Deaf people at sporting events.

Claire Stancliffe a footballer for the England and GB Deaf Women’s team and a three time Deaflympian, said: “As a young child, I didn’t have anyone to look up to. I didn’t know any deaf people until I was 18 and I think if I had, it would have made a huge difference to my life. So, I think having that exposure on mainstream TV is great, especially for the younger generation. I also think it will help open people’s eyes and raise awareness about what deaf people can do.”

Joe Dixon, a footballer for Farsley Celtic DFC, added: “It’s a promising step forward. I think it’s going to help us achieve and get more awareness about Deaf football. So, deaf children who are watching the matches at home will go hey, look there’s someone signing and we will get that engagement and inclusivity. We’re trying to campaign to have BSL recognised in schools as a language and I think us working with BT, that’s going to help us even more.”

The campaign is part of a wider initative. ‘BT Sport United’ has been founded to ensure the channel upholds its commitment to be inclusive and empower accessibility. This was achieved through televising the FA Disability Cup last June and by increasing their BSL and subtitle features. These positive steps have resulted in BT making history with the most accessible live football broadcasts in the UK.

This year’s Disability Cup will be aired exclusively on the channel for a third consecutive year on 24 and 25 June 2023, with all six matches televised live. BSL will be available, alongside subtitles, on BT Sport 1 (Saturday 24) and BT Sport 3 (Sunday 25). The Deaf Cup Final airs at 2.40pm on Sunday 25th June.

Stancliffe was the Deaf football expert at last year’s cup final. The four time bronze medallist gave insight into her experience at the historic event from a media perspective. She explained: “The people involved were so lovely and welcoming and it was all very accessible. I had a sign language interpreter with me throughout the whole day, which was great, because I’d hadn’t felt left out, they were very thorough with what I needed to do and how the system works.”

She added: “I was kind of shocked about being asked to do it. To be fair, I didn’t think that would be something I’d be good enough to do. It was an opportunity I couldn’t miss, so I had to grab it with both hands and it was a huge honour.”

In partnership with mobile network, EE, BT also introduced their ‘New Signing’ project to recruit presenters to train with the channel and provide BSL commentary. This is set to include the UEFA Champions League Final and FA Disability Cup. The enterprise has been earmarked as an opportunity to improve the accessibility of football coverage in BSL and further BT’s pledge of guaranteeing that their programmes will be accessible.

In January 2023, Damaris Cooke and Rolf Choutan were confirmed as the duo to front the channel’s BSL presentation at live televised events. Cooke previously captained the GB and England Women’s football teams, while Choutan, a season ticket holder at Crystal Palace F.C., plays for a Deaf futsal team.

Dixon stressed why BSL access at the Champions League final cannot be underestimated: “For them [Cooke and Choutan] to get the opportunity to be involved in the Champions League final is massive. It’s the biggest final in Europe and there might not be an English team in the final, so that’s going to raise awareness to other countries.

“I think we are leading the charge as a country in terms of disability and deaf awareness and hopefully it will make other countries lead by example and follow what we’re trying to achieve. It’s a massive step for us, but it’s a shame I can’t do it though, isn’t it!”

Cooke is also a reporter for BBC See Hear. In a recent episode, she appeared as a guest to discuss her new role.

The Deaflympian detailed how the provision of BSL for the Deaf community in sport has been a long time coming: “This initative finally gives access to deaf BSL users watching football, so they know what’s happening. As there’s lots of moments in a game where we might not know the meaning behind it, this gives us access to that now. We’ll all finally have access.”
Furthermore, the new presenters were also announced to star in a documentary series which chronicles their training journey with BT. The programme also delves into Cooke and Choutan’s matchday experience as Deaf broadcasters in an attempt to shine the spotlight on what access is available off the pitch.

​Stancliffe offered her thoughts on how hugely important this is, especially considering what will now be accessible. She said: “It’s massive. I mean, people like myself never had that role model, so, it’s great for the younger generation, but also for the Deaf community because they’re now going to have this accessible to them.

“Whereas, before maybe they missed out little things, like pre-match information at half time and they would then go to make a cup of tea, because they couldn’t understand what was going on. So, that’s probably the main key thing. However, for the people that are involved, it’s going to give them an insight that actually deaf people are very knowledgeable about football and we can do just as good a job as any other person.”

Overall, the reaction to the campaign has been met with an overwhelmingly positive response from Deaf charities. The Royal Association of Deaf People, who have agreed a partnership with BT Sport, hailed the campaign as a ‘real step-change’ for the community, while the British Deaf Association applauded BT for the ‘brilliant example’ they have set to what you can achieve when you collaborate with Deaf people.

Dixon feels that the project will elevate the standing of Deaf football within sport. He concluded: “It will raise the profile of our game, we’re getting closer and closer to more wider audiences and I think it gives deaf people opportunities. So, what do I want it to achieve? A wide scope of results for the Deaf community.”

 Matthew Muir is a journalism student and is moderately-severely deaf. He is a reporter for Clyde Football Club. 

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