The 2006 World Snooker Championship in Sheffield is the inaugural event for the tournament's new sponsor, 888.com. This posed Icon a range of challenges and hurdles which they needed to overcome in order to successfully deliver the branding and signage requirements of this high profile event.

On-line gambling company, 888.com wanted to separate spectator recognition of Embassy's long standing sponsorship of the event and establish their own unique support of snooker's World Championships - calling on Icon to provide ideas and inspiration for ways of achieving this goal.

Icon was responsible for all the external and internal branding of The Crucible, as well as the strategic branding of the televised arena. This formed a key area in ensuring that the new brand message was effectively communicated both to visitors and television audiences.

Icon has a six year association with World Snooker events, so were perfectly placed to understand the dynamics of such an occasion and therefore deliver the sponsor's requirements.