The client

Glamorgan Cricket is one of Welsh sport’s most prominent organisations, hosting elite domestic and international cricket at the prestigious Sophia Gardens stadium in Cardiff. As the home venue for the Welsh Fire franchise during The Hundred, one of the biggest events on the cricket calendar, maintaining a high-quality visual identity is essential to delivering an unforgettable experience for thousands of matchday fans.

The relationship

Dragon Signs has built a strong and ongoing partnership with Glamorgan Cricket, repeatedly delivering high-impact stadium branding for major fixtures and tournaments. This project reflects a continuation of that trusted relationship, with Dragon Signs once again selected to handle the complete stadium branding transformation at Sophia Gardens for The Hundred.

The objective

The goal of the project was to create a vibrant, cohesive, and fully immersive matchday environment for Welsh Fire. The branding needed to capture the high-octane energy of the tournament, command attention across broadcast television, reinforce key brand messaging, and seamlessly incorporate event sponsors without disrupting stadium operations.

The project

This project involved a complete stadium branding transformation from top to bottom, bringing the fiery visual identity of Welsh Fire to life across the entire venue.

We designed, produced, and installed a wide variety of large-format graphics, including dynamic custom stage backdrops for live entertainment and presentations. To ensure maximum visual impact, pitch-side signage and full-venue wraps were fitted across seating tiers, player entry points, and prominent display zones as well as featuring bold slogans.

“The Hundred is one of the biggest events in the cricket calendar, and we were delighted to support our partners at Glamorgan Cricket in preparing the venue for such a high-profile competition.” – Nathan Black, Commercial Director at Dragon Signs.