Construction company Breedon Group has expanded its partnership with the Leicester Tigers by taking on naming rights to the South Stand at the rugby club’s Welford Road stadium.

The deal runs until the 2021-22 season. Leicestershire-based Breedon Group already sponsors the club’s shirts and will continue to benefit from player appearances and image rights as part of the new deal.

Welford Road’s South Stand – which will now be known as the Breedon Stand – has a capacity of 8,500 and was first built in the 1920s. The newly-named stand was unveiled ahead of the Tigers’ home match against Northampton on Saturday.

The stand also houses the stadium’s changing rooms and medical room, as well as the ABC Bar and Crumbie Lounge bar areas and the media, grounds and maintenance facilities.

Leicester Tigers commercial director Andrea Pinchen said: “For all associated with the club, the Breedon Stand represents the strong history, heritage and success of this club. Throughout the stadium’s redevelopment in recent years, the traditions of the stand have remained – something the players and fans are keen to uphold.

“Breedon Group and Leicester Tigers share a lot of the same values and a huge thanks to Breedon Group chief executive Pat Ward and his team for their hard work in the renewal process. All at the club are looking forward to a prosperous and successful future working with Breedon for years to come.”

Breedon Group chief executive Pat Ward added: “It is a privilege to be strengthening our partnership with the country’s premier rugby club. We are delighted to support the renewal of The Breedon Stand and look forward to seeing Tigers fans celebrate many home victories there.

“Breedon and Tigers have a great deal in common. We are both ambitious and competitive and believe that you can only achieve your goals by working together as a collaborative and mutually supportive team. In that spirit, we are very much looking forward to working with the club and sharing in its future successes.”

Image: Leicester Tigers