Leicester tigers

May 2008 marked the public announcement of a major sponsorship agreement in the United Kingdom between Caterpillar and Leicester Tigers. We made this investment because we believed that the alignment of the Caterpillar brand with rugby’s leading European club would provide us with a unique marketing and sales tool to support a broad range of business objectives. Rugby is a global sport enjoyed by Caterpillar customers and prospects, enterprise partners, employees and their families around the world and as such we expect that this investment will drive positive business results beyond the UK.

Under the terms of the agreement, Caterpillar becomes the club’s sole sponsor across the Leicester Tigers playing kit with dominant branding throughout the Welford Road Stadium, including the naming rights to the North Stand (which was opened to the public at the beginning of season 2009/2010) and the members’ lounge. Significant player appearances and exclusive match day hospitality at both national and international venues also form part of the deal.