Leicester agree Welford Road stadium naming rights for first time

The Tigers have made the move to survive the coronavirus pandemic

A general view of Welford Road (Getty)

Leicester Tigers’ home ground is to be rebranded Mattioli Woods Welford Road in a five-year deal that will assist the club’s drive to survive the coronavirus pandemic.

It is the first time Leicester have issued naming rights to the 25,849-seat stadium they have occupied since 1892 and the agreement comes at a time when a number of Gallagher Premiership clubs face uncertain futures due to the financial fallout of COVID-19.

The arrangement extends the support of Mattioli Woods, a the wealth management firm, beyond its existing shirt sponsorship and naming rights to the East Stand.

"Welford Road is an icon of world rugby as the home of Leicester Tigers and a venue that has helped to put Leicester on the sporting map," 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.

"We understand it is a difficult time for every business at the moment, with sacrifices being made along the way, but the good times will return and I hope that this move symbolises the commitment of two Leicester businesses working through this together."

PA