Making every matchday inclusive
Football is for everyone. Yet for millions of fans who have disabilities that are not immediately apparent, the support they need often goes unnoticed at stadiums every matchday.
The Hidden Disabilities Sunflower, the globally accepted symbol of non-apparent disabilities, helps clubs and stadiums make that change. It ensures fans with non-apparent disabilities can enjoy every moment of the game, confident they will receive support when they need it.
This membership is endorsed by CONMEBOL, which is encouraging all its clubs to become Sunflower members.
The benefits of Stadiums Membership
Create a more inclusive matchday experience where everyone belongs
— James, Football fan
Stadiums are full of energy and excitement for most fans. But for fans with non-apparent disabilities, the same environment can feel overwhelming or isolating if the support they need isn’t recognized.
This can impact your stadium by:
- Lowering guest satisfaction: fans leave early or feel excluded
- Reducing dwell time: less time is spent on food, drink, and retail
- Increasing staff workload: more time is spent managing interactions and repeated explanations
- Damaging your reputation: negative experiences can lead to official complaints and poor word-of-mouth
Without the Sunflower, a visible way for fans to signal they may need support, they often:
- Find it hard to find out how and where to ask for help at turnstiles, kiosks, and seating areas
- Need to explain their situation repeatedly at every checkpoint, causing stress and delays
- Feel overwhelmed by crowds, noise, and queues with no calm alternatives available
- Experience misunderstandings that make them feel unseen
- Encounter misunderstandings from staff who are unsure how to respond
How the Sunflower makes every matchday inclusive
Rodrigo, Sunflower wearer
The Hidden Disabilities Sunflower provides a subtle way for someone to signal that they have a non-apparent disability and may need extra support, understanding, or time. By joining the Sunflower network, you empower your staff to recognize the Sunflower and respond with confidence and kindness: :
Recognise instantly, respond appropriately
Staff know what the Sunflower means and act confidently so fans don't need to repeatedly explain or to justify the support they need
Deliver consistent service
From entry gates to concession stands, staff are trained to provide a seamless and supportive experience for all Sunflower wearers
Streamline your operations
Clear and simple processes reduce friction at checkpoints
Enhance the fan experience
Supporters can focus on enjoying the game, food, drink, and retail experiences rather than navigating barriers
Your membership includes everything you need
Here’s how we help you support fans with non-apparent disabilities at your stadium—clearly, simply, and with real impact:
1. Get onboarded easily
Access your venue’s onboarding video and a step-by-step stadium-specific guide to help you launch quickly and confidently
2. Train your team & prepare your venue
Build confident, consistent support for fans with Sunflower training animation and unlimited group webinars for your staff
Choose and purchase your Stadium Pack: lanyards, pin badges, stickers, and roller banners - tailored to your stadium’s capacity for a smooth launch
Showcase your commitment
- Share your inclusive pledge using our ready-to-use communications toolkit (with assets for social media, matchday screens, internal communications, and explainer videos)
- Rely on ongoing support and regular webinars to keep improving throughout the year
With these three steps, your membership makes every matchday welcoming, accessible, and truly inclusive for all.
Leading the way
CONMEBOL actively supports the Sunflower program and encourages all clubs across Latin America to become members. Trailblazing venues, like Maracanã Stadium, have trained their staff, transforming the visitor experience.
Together, CONMEBOL and pioneering venues are showing that football can be truly welcoming for everyone—building a culture where every supporter feels recognized, valued, and included.
Sunflower wearer and football fan
Frequently asked questions
Make your stadium a space for everyone
Join the global Sunflower network and champion dignity, kindness, and understanding, one supporter at a time.