Icon have branded all areas of the 151^st Boat Race - won by Oxford, for new title sponsors Xchanging.

Icon Display, Europe's leading provider of event signage and branding solutions have a long standing association with the Boat Race that stretches back over 20 years to the days of Ladbroke's Sponsorship. Since that time Icon have assisted and promoted three different title sponsors to the Race: Beefeater Gin, Aberdeen Asset Management and now new title sponsor Xchanging.

For this year's race, Icon produced every item of branding seen from the start (Putney Bridge) to finish (Chiswick Bridge). As well as this Icon were tasked with the unique logistics of installation along the banks of the Thames and on its bridges, as well as pre-event site surveys, visualization and plans.

During our involvement in the Boat Race Icon have continued to monitor and develop the branding opportunities provided by this occasion - playing a proactive role in analysing TV coverage year on year and helping the sponsors and their agents to introduce and design new branding features.

"Xchanging is the primary sponsor of the Boat Race.  Icon helped us maximise the exposure of our brand coverage at this, our first, Boat Race. The communication and project management from our contact at Icon was consistent from the start to the finish. The installation process and quality of the signage was spot on. This project was run to a very tight timetable and Icon delivered to spec and budget on the day." Said Alistair lamb, Xchanging.

Icon are Europe's leading event signage and stadium branding management company. Its prestigious portfolio includes the England and Wales Cricket Board, Premiership-topping club Chelsea FC, major European Golf, Rugby, and numerous other international events in a range of different sports. Within the last year Icon has also handled the design, manufacture and layout of the perimeter boards and dressing at major international football tournaments such as Euro 2004 and the African Nations Cup.  Currently Icon is responsible for all the brand dressing design, signage production and installation for London's 2012 Olympic bid, as `The Official Brand Dressing Agency' for the Bid.