Iconic British brewery uses players’ tunnel to promote its brand
An iconic British brewery which sponsors top-flight football club Huddersfield Town has discovered a bespoke way to promote its brand.
John Smith’s sponsors the team which has just kicked off its second season in the Premier League.
The company was keen for its logo to be a prominent feature at the stadium and came up with the idea of working with Spaciotempo to create a players’ tunnel with a twist.
The unique walkway has been designed to exactly replicate a John Smith’s beer can with its eye-catching green background, white lettering and magnet emblem.
The PVC cover, measuring 834cm long by 240cm wide with a 220cm eave height, fits over a tunnel structure which was originally installed by Spaciotempo eight years ago.
Operations Manager at The John Smith’s Stadium Phil Armitage led the project.
He said: “John Smith’s really wanted something different that would stand out and get the attention of spectators, which this tunnel most definitely does. Spaciotempo was very flexible in its design process and the team was keen to help us to achieve a truly unique tunnel.
“We worked with Spaciotempo when we had our original tunnel installed and the process was smooth and hassle-free from beginning to end so it made perfect sense to go back to the company when we required a replacement cover. It took the team just half a day to fit it so there was minimum disruption and maximum impact.”
Sales Coordinator for Retractable Tunnels Teresa Parkes added: “The project at The John Smith’s Stadium was a really interesting order. The retractable players’ tunnel was completely unique and it was vital that it perfectly mirrored the brewery’s official beer can.
“At Spaciotempo we really enjoy designing eye-catching products that create a talking point for fans as well as giving football players the opportunity to make a real entrance when they walk on to the pitch.”