Northampton Saints became the first rugby club in the world to offer a unique hospitality experience, within the inner sanctum of the stadium, when it launched the Tunnel Club at Franklin’s Gardens for the start of the 2019/20 season.

The Tunnel Club is located within the existing Church’s stand at pitch level beside the players’ changing rooms, and boasting unparalleled views of the tunnel – so supporters can get closer than ever before to the action pre and post-match.  Also included in the package are 14 premium matchday seats directly behind Northampton Saints players dugout.

SeatID was installed to personalise theses VIP seats at the stadium. Our bespoke stadium personalisation solution is an emotionally driven product which serves the desire for prestige and recognition. It is a product which raises an individual’s profile from ‘regular fan’ to ‘super fan’, or ‘attendee’ to ‘VIP’ through personalisation.

Until now, SeatID has consisted of two parts: the frame and a digitally printed, interchangeable insert. But now, a versatile three-part option of frame, clear insert and a printed label is available. This allows for content to be created on a short-term basis and easily inserted behind the clear insert. The result is greater flexibility for the personalisation of arena seating on an event-by-event basis for visiting VIPs, corporate guests or event-specific commercial partners.

“There are hundreds of communication agencies out there but Lyndcroft have a commercial vision that others don’t.  If I need something out of the ordinary, I know these guys will deliver.”

Angus KinnearEx Managing DirectorWest Ham United FC