News & perspectives

Seeing events through new eyes

AGF’s audio description shows how technology, collaboration and hospitality can work together.

At AGF home matches, blind and partially sighted fans can now follow the game through audio description. Specially trained commentators describe what is happening on the pitch through a receiver and headset. The service launched in September 2026 with support from organisations including the Danish Association of the Blind.

The idea reaches beyond football. It prompts a question: who could get more from our event if we experienced it from their place?

A new solution must work on the day

AGF has described how guests book a receiver, learn where to collect it and use the service at the stadium. These practical details connect the idea to the experience itself.

For venues and organisers, innovation can begin with one guest, one situation and questions for the whole team: What would make the experience easier or richer? How can we test the idea on a manageable scale? What do staff need to know? What do we learn from guests once it is in use?

The answer is not always new technology. It could be better information, a different welcome or a partnership nobody had previously considered.

AGF’s initiative reminds us that guest experiences improve when different disciplines work together to open the community to more people.