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Rebranding the Tigers

Rebranding the Tigers

Not many businesses have an opportunity to work with elite sports teams, but Allen Signs, which has offices in Lincolnshire and Nottingham has just completed a project worth over £80,000 for English premiership rugby club Leicester Tigers.

The company, and recently celebrated its 50th year in business, was commissioned by Tigers following a competitive tender to rebrand the team’s Welford Road Stadium.

As part of the remit, Allen Signs replaced the existing signage on three of the stands in the 25,000-seater stadium including part of the new £8million West Stand.


To ensure the use of the most appropriate methods of production and installation, the Allen Signs’ team initially surveyed the whole site, taking into account the height as well as the front, side and rear elevations of the stands.

The first phase of the project, which had to be completed in time for the start of the season, included the manufacture of multiple signage panels that were designed to span the entire length of the Holland and Barratt Stand, which seats up to 10,000 supporters. These had to be installed at three different heights across the front of the stand, at ground level, mid-level and upper level.

Similarly, the team also created panels for the Nottingham Building Society Stand, which proved more challenging, owing to the awkward angle of the roofline.  The final flourish was the creation of a wide variety of wayfinding signage.


As part of the second phase Allen Signs was tasked with finding a way of branding the rear of the East Stand to help promote new sponsor Mattioli Woods.

Glen Merryweather, a Director at Allen Signs, observed: “This was quite a challenging job, as we had to do a lot of work on site while the club was having a new pitch installed, which meant we had to plan the installation very carefully.”

Fortunately Allen Signs is always up for a challenge and was delighted to win the commission.

Glen Merryweather continued:  “We worked closely with the club to review all of its requirements and we even managed to save it several thousands of pounds, by devising more cost-effective ways of manufacturing the signage and fixing the panels to the steel structures around the site.

“We look forward to continuing our work with the Tigers in the future and wish them all the best for the 2016 / 2017 season!”

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