Sensory Suite At The Etihad Stadium Receives PUMA Makeover

Those fans in attendance at the Etihad Stadium for Man City’s 4-2 win against Crystal Palace on 27 August may have noticed something a bit odd. That’s because PUMA, City’s kit partner, has given the club’s Sensory Suite a special makeover in the style of their iconic shoe box.

The sight of a giant shoe box in the stands is not one you’d normally expect to see when watching a Premier League match – or any match for that matter – but that’s the sight that awaits those that attend the Etihad these days. That’s because the club’s technical partners, PUMA, have given the Sensory Suite, which is situated in the North East corner of the North Stand, next to the jumbo screen, a special makeover to make it look like one of their shoe boxes.

Launched back in 2019, the suite plays a vital role in supporting fans with sensory processing needs, that may otherwise have discouraged them and their families from attending a match. Designed and managed by the Manchester City Access Team, in collaboration with CITC, the Sensory Suite comprises of a therapeutic multi-sensory space, a full, unrestricted view of the pitch with beanbags and other soft furnishing creating a safe and controlled environment for supporters to watch their beloved blues.

Supporters also have the option of additional seating in the stadium bowl on the private balcony for those who want to spend time experiencing the match in the crowd.

Commenting on the new makeover, Josele Angulo, Senior Manager for Teams & Federations Activations, said: “One of the many things that attracted PUMA to partnering with the club was the incredible work they do within the community and the outstanding service they provide to their supporters. The Manchester City Sensory Suite is a shining example of that fan support. We hope by wrapping it as a giant PUMA shoe box, we are helping to make it even more inviting, by adding a bit of fun and humour for the young children on matchdays who might be slightly anxious.

"We look forward to working with the club to explore other ways we can support and enhance supporter experiences at home and around the world.”

As part of the recently installed wrap, PUMA have also committed to funding the sensory packs the children receive who attend each game.

The sensory packs include branded ear defenders, a mood thermometer, fidget toys, reusable rucksack, lanyard and football stress ball.

Although it is predominantly used for a younger audience, the Manchester City Sensory Suite is multi-purpose and can be used for adult fans with dementia, and other complex needs.