West Ham United has once again shown its commitment to accessibility and inclusion by taking part in Purple Tuesday 2025, the global movement dedicated to making accessibility a daily reality every day, everywhere for everyone.
Now in its eighth year, Purple Tuesday is celebrated annually in November. This year, it falls on Tuesday 4 November and marks the beginning of a month-long campaign encouraging individuals and organisations to ‘Think Accessibility’. The theme invites everyone to look at the world through the lens of inclusion and to think about accessibility in your daily life.
The Club Store at London Stadium hosted a special event on Tuesday 4 November, welcoming a group of young adults from New City College in Epping with additional needs to take part in a behind-the-scenes retail experience. The session gave them a unique insight into how the store operates on a matchday, from learning about shop floor standards and product presentation to creating personalised keyrings through the Club’s popular MyMoments kiosks.
The visit also included a fun, interactive ‘Supermarket Sweep’ challenge around the shop floor, followed by a Q&A session with staff and a mini Stadium Tour, during which visitors got exclusive access to the Club changing room and pitch side, giving participants the chance to explore different parts of the Club and its matchday experience. The students were also presented with a West Ham United goody bag as a memento for the day.
West Ham United’s Head of Supporter Services and Fan Engagement Cat Smith said: “Purple Tuesday is an important reminder that accessibility isn’t just about making adjustments - it’s about embedding inclusion into everything we do as a Club. We’re proud to continue supporting this initiative and to open our doors to young people in our community, helping to build understanding, confidence and opportunity through shared experiences.
“The Club has continued to identify further ways to make every supporters experience more inclusive, from introducing sensory hours into our Club shop, adding British Sign Language (BSL) on the screens for every home matchday, to appointing Club legend Matt Jarvis as the Disability Supporters Association (DSA) ambassador, raising awareness of the excellent work they do on behalf of our supporters."
Retail Operations Manager at West Ham United Mark Baker said: “It was fantastic to see the enthusiasm from everyone involved. Our Stadium Store team worked hard to make sure the day was both enjoyable and informative, and the young adults taking part really embraced the activities. Accessibility is a year-round priority for us, and Purple Tuesday gives us a great opportunity to highlight that commitment in action.”
Founder of Purple Tuesday Mike Adams OBE said: “As the founder and creator of Purple Tuesday, my mission is clear: I want organisations and communities to place accessibility and inclusion at the very core of everything they do. Accessibility isn’t just about improving the experience for disabled people - it’s about unlocking potential for everyone. When we design with inclusion in mind, we create environments that are more innovative, more welcoming, and more commercially successful. Accessibility is a win-win - for people, for business, and for society.”
To learn more about Purple Tuesday and how to get involved, click HERE.
If you want to find out more about our Disabled Supporters Association, click HERE.