Andy Devaney
West Ham United has once again proved that football can change lives beyond ninety minutes. On Purple Tuesday 2025, the Club underlined its commitment to accessibility and inclusion — a message that continues to define its culture both on and off the pitch.
The global movement, now in its eighth year, returns each November to inspire people and organisations to “Think Accessibility.” This year’s theme encourages everyone to see daily life through the lens of inclusion — an idea West Ham has already taken to heart.
At London Stadium, the Club’s retail team hosted a special behind-the-scenes day for young adults from New City College in Epping, all of whom have additional needs. The students were given a rare look at how the shop operates on a matchday — learning about product presentation, customer service, and even designing their own keyrings using the Club’s popular MyMoments kiosks.
To keep things lively, the session included a fast-paced “Supermarket Sweep” challenge around the store before a Q&A with staff. The visit ended with a private stadium tour that took the group pitch side and into the first-team changing room — a moment few fans ever get to experience. Each student left with a West Ham goody bag as a keepsake of the day.
Cat Smith, West Ham United’s Head of Supporter Services and Fan Engagement, 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 ex Club player 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 Mark Baker echoed that pride: “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.”
Purple Tuesday’s founder, Mike Adams OBE, believes West Ham’s example is exactly what the campaign is about.
“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.”
For West Ham, inclusion isn’t a buzzword — it’s a habit. From sensory shopping hours to BSL screens on matchdays and a DSA ambassador who once wore the shirt, the Club keeps proving that accessibility isn’t an annual box-tick. It’s part of how the Hammers do things.
To learn more about Purple Tuesday, visit www.purpletuesday.co, or find out more about the West Ham Disabled Supporters Association.
