English Championship football club Hull City is to rename one of its stands as part of a ground-breaking partnership with the conservation charity WWF.

Under the three-year agreement, the South Stand at the club’s KCOM Stadium will henceforth be known as the WWF Family Zone. The stand will also feature a range of artworks and fan engagement activities.

The move is part of a wider partnership that is designed to help double the number of tigers in the wild by 2022. Hull’s nickname is ‘The Tigers’ and the club will work with WWF on fundraising initiatives and seek to raise awareness among fans and employees.

WWF will also help Hull identify environmental improvements around the KCOM Stadium and the club’s offices to improve its sustainability performance.

In return, WWF will benefit from brand exposure on the front of Hull’s shorts during games, while its logo will also feature on the front of the shirts of the club’s youth teams.

Douglas Rouse, director of partnerships and philanthropy for WWF, said: “We’re thrilled to be working with the Tigers for tigers. It’s a complete tragedy that tiger numbers in the wild are so low; but with support from the club, WWF will be able to deliver impactful conservation projects to help restore these magnificent animals.”

There are only thought to be around 3,900 tigers in the world at present, compared to about 100,000 a century ago.

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