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Leicester Tigers announce new five-year stadium rebranding deal

Premiership Rugby side Leicester Tigers home stadium has this week been rebranded and will be now known as Mattioli Woods Welford Road, after reaching a five-year agreement with the wealth management firm.

Mattioli Woods and the Tigers already had partnerships previously, with naming rights on just the East Stand on the ground, and also shirt sponsorship which started in 2016.

The new deal comes at a convenient time for Leicester Tigers, who had reportedly lost £6million in revenue because of the COVID-19 crisis, and are expecting to lose even more with fans still unable to attend matches.

The partnership means that Mattiolo Woods have stadium naming rights on Leicester’s ground, as well as branding in and around the stadium, included on the home and away dugouts.

Leicester have played at the ground since they moved into in 1892, and the deal has sparked a mixed reaction from their fans. Many are happy that Mattiolo Woods are offering their financial support to the club, however some don’t like that the traditional name of the ground, Welford Road, has been changed.

The Tigers’ chief executive officer, Andrea Pinchen said, “Welford Road is an icon of world rugby as the home of Leicester Tigers and a venue that has helped put Leicester on the sporting map.”

He added, “In these uncertain times, the club has to look at new ways to provide value for supporters and partners in a way that can generate revenue and ensure that there is a club for fans to come back to.”

Author: Fred Dobberson