Our partnership with Cardiff City runs deeper than signage and hospitality. As a Cardiff-based business, the club is part of the city we work and live in, and over the course of the 2025/26 season we found more ways than ever to make that partnership meaningful.
From stadium branding to academy environments, charity events to business networking, it was a season that began with the challenge of League One and ended with promotion back to the Championship.
Renewing Our Commitment
The 2024/25 season was a challenging one for Bluebirds fans. Relegation from the Championship – for the first time in the club’s history – was a difficult moment for everyone connected to Cardiff City. But we believe partnerships matter most in the harder times. Rather than step back, we chose to reaffirm our commitment, and in August 2025 we confirmed our continued support, renewing our naming rights of the Morgans Consult Legends Lounge and our position as Official Signage Partner for a further two seasons.
Michael Kitchin, Managing Director at Morgans Consult, said:
“We’re proud of our Cardiff roots, and that pride shapes how we approach our relationship with this club. Renewing after relegation was an easy decision – we believe in the Bluebirds and in what the club means to this city. Football isn’t about the league you’re playing in, but the people the club represents.
“The season gave us highlights that went well beyond the commercial side of the partnership. Using the Legends Lounge to welcome children from the Barrie Wells Trust and Ty Hafan was my personal highlight – a humbling and moving day. And seeing the season end with promotion made it one to remember.”
Our work at Cardiff City Stadium is ongoing throughout the year. We are responsible for ensuring the stadium is match-ready and consistently branded across fan areas, administration zones, press areas and hospitality spaces. That means removing, designing, printing and installing all external branding – from large player images and sponsor graphics to club logos and pitch-side hoardings – manufactured and installed to the standards the club and its partners expect.
Our relationship with the club extends well beyond the stadium itself. Over recent seasons we have delivered the full branding design, manufacture and installation across Cardiff City’s wider facilities, including their Academy, the Football Foundation and their recently renovated Training Base.
The Morgans Consult Legends Lounge
As naming rights partner, the Morgans Consult Legends Lounge is a space we are particularly proud of. It provides a relaxed hospitality environment for up to 50 guests, featuring pre-match dining, table football, gaming and seats with a direct view of the pitch.
Adam Pierce, Senior Partnerships Manager at Cardiff City FC, said:
“The Morgans Consult Legends Lounge has been such a popular hospitality option over the past three years, so we’re delighted that Morgans Consult have shown their continued support for the club by extending their partnership with us.
“As well as sponsoring the lounge, which is a family favourite option for our guests, Morgans Consult have also provided several excellent signage and branding opportunities in recent seasons, which have helped to elevate the matchday experience for players and fans alike. We look forward to developing this relationship further over the years ahead.”
Every home game, we use the lounge to host clients and guests – a chance to bring people together in a setting that is a little different from a conference room. Over the course of the 2025/26 season, we welcomed more than 250 guests through the doors.
The lounge is dressed with imagery of Cardiff City legends – Aaron Ramsey, Rob Earnshaw, Aron Gunnarsson, Peter Whittingham and others – and on several occasions we have had the pleasure of welcoming those players back to sign the murals bearing their likenesses.
Opening Our Doors for Charity
On 24 April, ahead of the Cardiff v Stockport match, we organised and hosted a charity afternoon in the Legends Lounge for two organisations doing vital work with children: the Barrie Wells Trust and Ty Hafan. We identified and approached both charities directly, and took care of all the planning and coordination to bring the event together. Both organisations support children receiving end-of-life care, working alongside families during some of the most difficult periods imaginable.
The lounge’s calm, self-contained environment makes it well-suited to welcoming children with additional physical or emotional needs. Our team was there throughout the day to ensure everything ran smoothly, and 50 children and family members were able to enjoy the occasion together in a space designed to make them feel comfortable and at ease.
Club mascot Bartley and captain Rubin Colwill joined them at half-time, spending time with the children and their families. It was a moving afternoon, and one we are proud to have made happen.
Business Networking at the Stadium
In February, we hosted a business networking evening in the lounge, bringing together contacts from across our networks and Cardiff City’s. The format was deliberately informal – food, drinks and conversation – with a short talk from Cardiff City Academy Manager Gavin Chesterfield on leadership, motivation and building a positive culture within an organisation.
We work closely with Gavin and his team across the Academy and training facilities, helping to create environments that inspire young players, staff and visitors alike. It was a fitting setting for a conversation about how the spaces we inhabit can shape the way we perform.
At half time, guests took part in a business card raffle with prizes that included two hospitality tickets to a match of their choice, a Cardiff City shirt signed by the squad, and a bottle of champagne. The evening was well attended, the conversation was lively, and Cardiff rounded things off with a 4-1 win over Wimbledon.
Sponsoring the Women’s Young Player of the Year
The 2025/26 season ended on a high for Cardiff City, with promotion secured heading into the end-of-season awards dinner. We attended the ceremony alongside club officials, backroom staff, fellow sponsors and media – a well-deserved celebration for both the men’s and women’s squads.
This year, we were proud to sponsor the Women’s Young Player of the Year award, presented to Madison Lloyd. A striker who has developed rapidly through the Cardiff City ranks, Madison had a breakthrough season in the Adran Premier that made her a thoroughly deserving recipient. Congratulations to her, and to all of the evening’s winners.
With promotion secured and the club heading back to the Championship, the 2025/26 season feels like a fitting reward for everyone who stuck with Cardiff City through a difficult period. We are proud to have been one of them. With the new season just days away, we are excited to continue building on the work we do together – across the stadium, the training facilities, and in the Legends Lounge on match days.
