Leicester Tigers' home ground will be rebranded as Mattioli Woods Welford Road after the club and the wealth management firm agreed a five-year deal.
it's the first time naming rights have been sold for the stadium the club has called home since 1892. The tigers say the deal will help them through the effects of the coronavirus pandemic, which has hit many Gallagher Premiership clubs hard.
Mattioli Woods already had a shirt sponsorship deal with the club and naming rights to the East Stand but has now extended its support to the whole 25,849-seat stadium.
Tigers chief executive Andrea Pinchen said: "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,.
“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.”
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Ian Mattioli, chief executive officer at Mattioli Woods said: “Having been born and bred in Leicester, the Tigers have been a huge part of my life and I consider the club staff, players and supporters a part of the Mattioli Woods family.
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“The COVID pandemic has impacted all of our lives, beyond anything we could have imagined. Personally, and as a business we have looked for ways to help the local communities where we have offices, supplying iPads to hospitals and other support where we can.
“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.
“Sport breaks down barriers, it has the potential to reduce stress and improve mental wellbeing, and in these very testing times we are living in, it is important that families are still able to watch their beloved team and look forward to eventually being back in the stands.”