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Welford Road lands first naming-rights sponsor

Wealth management and employee benefit services provider Mattioli Woods has agreed a deal to take on naming rights to Welford Road, home of Premiership rugby union club Leicester Tigers.

Mattioli Woods has signed a five-year deal with the club, which it has been a partner of since 2016. The new agreement officially rebrands the Tigers’ stadium as Mattioli Woods Welford Road.

It marks the first time in the club’s history that Welford Road has had a naming-rights sponsor. Mattioli Woods previously supported Leicester through shirt sponsorship and naming rights to Welford Road’s East Stand.

In a statement, Leicester said that the decision to rebrand the stadium was “not taken lightly”, with the club potentially losing further millions in revenue over the coming months due to the COVID-19 pandemic.

Both Leicester and Mattioli Woods opted to keep the ‘Welford Road’ name in the new moniker to retain the traditions of the club. Mattioli Woods will benefit from branding around the team dugouts and externally around the venue, and will retain naming rights to the East Stand and back-of-shirt sponsorship rights. The deal will run until the end of the 2024-25 season.

Leicester chief executive Andrea Pinchen said: “In these uncertain times, the club has had 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.

“Mattioli Woods have been a partner of the club for many years, and whenever contractual rights are involved, we want to ensure that the traditions of the club remain a consideration.

“Having been such a loyal supporter of Tigers, we are extremely proud to unveil the Mattioli Woods Welford Road stadium signifying a partnership steeped in Leicester’s roots. Ian (Mattioli, chief executive of Mattioli Woods) is a close friend of the club and over the years, we’ve been grateful for his and the company’s support both financially as well as within the community.”

Ian Mattioli added: “Tigers have gone through tough times of late, as the majority of clubs have and so I am delighted that we are able to guarantee our support for the next five years.

“I am also proud the business I started in my garage in Leicester and employs so many local people both in Leicester and around the country, will be linked with this amazing club as Mattioli Woods Welford Road. Supporting our sporting clubs at this time is vital for our community.”

Image: Leicester Tigers