Signs Express Grantham re-brand Leicester Tigers stadium

As long-standing suppliers and player sponsors of one of England’s top premiership rugby teams; Leicester Tigers, Signs Express (Grantham) were given one week to execute the re branding of the historic Crumbie stand and the ‘Cube’ building within the stadium.

With over 25,849 supporters at Leicester Tigers game on Saturday 14th April and a few million watching on tv, it was no wonder that Signs Express (Grantham) were the chosen signs and graphics specialists to rebrand the Tiger’s stadium. Ian Charles, Director of Signs Express Grantham commented:

This is the most prestigious project we have worked on with Leicester Tigers to date, giving us an immense sense of pride in the end result.

As long-standing suppliers and player sponsors of the Tigers’ Signs Express (Grantham) were given one week to execute the re branding of the historic Crumbie stand and the ‘Cube’ building within the stadium. Construction giant Breedon Group, for whom the Tigers Chairman, Peter Tom, is also Executive Chairman, have strengthened their links with Leicester Tigers with the naming rights for the Crumbie Stand until the 2021/22 season. A quick turnaround was ensured by Signs Express (Grantham) so that everything would be ready for the fans watching the East Midlands derby match versus Northampton Saints. The Crumbie stand accommodates 8,500 supporters, creating one of the largest jobs in Signs Express (Grantham’s) history. The sheer size of the Crumbie stand meant for the existing sponsor branding on the stand was required to be completely removed before the Breedon Stand signs could be installed. 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.

All the signs were manufactured from full colour printed aluminium composite material and totalled some 300 metres worth of boards weighing in at 700kgs. These were situated within the stand along the entire inside rear, the front of the seating area, which also act as way-finding, and two signs fitted to the roof stating the name of the stand. A rope access crew was contracted to assist with the install of the signs on the roof of the stand because it was not possible for powered access to perform the install either off the pitch or from the terrace in front of the stand. All work was completed on time and the Breedon Group and Leicester Tigers are delighted with the end result. The new brand of The Cube was due to international manufacturer Häfele, being welcomed to The Leicester Tigers’ family. The rebrand brought Signs Express franchisees together from both Grantham and Northampton to make sure the work was completed on time. Due to the time restriction and the 8mx9m size of the branded cube, Signs Express Northampton acted as a sub-contractor crew to help carry out this part of the project. Firstly, the existing graphics had to be completely stripped from the building. Once this was done, the building was re wrapped in a base white vinyl. From there the final logos and a massive 5m x 9m full colour print were applied to the building, resulting in the stunning end picture. Signs Express managed to use cherry pickers & scissor lifts to complete the vast re-brand and even battled with rain, wind & mist to make sure the project was completed before the East Midlands derby. Andrea concludes:

We’re all delighted with the end result that Signs Express have been able to achieve. We share a long-standing relationship with Signs Express and aim to continue this for seasons to come!

Signs Express (Grantham) offers exemplary services and products, give them a call today to discover how they can help you: 01476 577422 or email them at

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