Icon Display, Europe's leading event branding specialist, have installed a revolutionary new advertising system at Chelsea Football Club to help maximise brand presence around the stadium.

The spring loaded frame construction fitted to the front of the tiers on the North, East and South stands has many benefits for the Club. It provides greater flexibility for changing the signs in place and maximises the sponsors' visible display area, as well as providing a uniform and organised system. This means, for example, that Chelsea's UEFA Champions League commitments can easily be factored as the Club sponsor panels can be switched for the specific matchday branding as and when required.

This is the first time this particular system has been used in this way, as it was originally designed for ground level pitch side advertising. However, following initial surveys the potential was identified and a prototype frame was produced and installed in one space on the North stand. This enabled the Club to see how it works and get an idea of how the finished system would look when fitted all around the tiers. The final installation took place over a two week period and comprised of applying the frames to brackets and then inserting the boards - all undertaken with close liaison with the Club.