Charles Wells’ rugby sponsorship

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A highly creative, high impact execution of a brand sponsorship agreement.


Total volume sales of all beer in 2010 on a like for like basis was up by 0.8%.

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With a long-standing relationship between Charles Wells and the Bedford Blues Rugby Club, the family owned company wanted to review and strengthen its association at the team’s home ground in Goldington Road, Bedford. 

Both organisations are at the heart of the town’s history, and it was agreed that this project should also promote the new branding for Eagle IPA, the brewery’s local beer and team sponsor.

Once Bonfire were commissioned to redevelop the signage at the rugby ground, and after much discussion, Charles Wells and the club embraced the proposal to change the name of the main stand to The Eagle Stand. 

This was a significant development in the relationship between the two businesses as it had been the Charles Wells stand for as long as they had been sponsors. Our design therefore needed to be on brand, iconic, create high impact and transform the main stand and surrounding ground signage in a way that could only be perceived as positive. 

In conjunction with the evolution and implementation of the new Eagle branding across the main stand, key buildings, advertising hoardings, stadium signage and public bars, we also created small and detailed personal touches such as a printed pint glass at the ledge by ticket window.

The new branding has raised the awareness, profile and link between Bedford Blues Rugby Club and its local beer and brewery. 

It has further cemented the relationship between these two National brands and embraces the 100+ years of brewing heritage in the town and celebrates the success and importance of both Eagle IPA and Bedford Rugby Club to the local community for all to see.

Total volume sales of all beer in 2010 on a like for like basis was up by 0.8%, with Eagle IPA responding very positively to the new brand livery. This was achieved in a total UK beer market that saw an overall decline of 3.6%.

When speaking with the then Managing Director at the GBBF about this project, he aired the opinion that this project had been one of the best creative interventions he’d seen this year.

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Helped further cement the relationship between 2 local brands.

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