Leicester Tigers and long-standing official partner Mattioli Woods today announce a new five-year deal that will see the wealth management firm rebrand the stadium as Mattioli Woods Welford Road.
The move marks a first for the English Premiership rugby club – who have played in the same spot since moving to the ground back in 1892 – and is one that will play a huge role in supporting the future of the Leicester Tigers.
Mattioli Woods have been an official partner of the Tigers since 2016 supporting the club through shirt sponsorship and naming rights to the stadium’s East Stand.
The Covid-19 pandemic has the potential to see the club lose further millions in revenue over the coming months. The decision to rebrand the stadium is one that Tigers has not taken lightly owing to the significance Welford Road has in the hearts of supporters around the world.
Back in 2017, supporters and the club came together to celebrate 125 years of Welford Road, of which the north, east and west stand have all undergone major construction in the last 25 years, taking capacity at the stadium to 25,849.
The decision to keep the ‘Welford Road’ name alongside the partnership is one that Mattioli Woods and the club felt was important, retaining the traditions of the club. This ‘club-first’ mentality echoes the shared values both organisations have in a move that can ensure Tigers remain at the heart of the city’s community.
The deal, which will run until the end of the 2024/25 season, includes stadium naming rights as well as branding around the team dugouts and externally around the venue. The company will also retain naming rights of the Mattioli Woods Stand as well as back of shirt sponsorship.
The two organisations became city centre neighbours in 2018 with Mattioli Woods moving its Leicester office to the top of Welford Road where they house 400 employees in the five-storey complex as part of the city’s regeneration project.