The challenge

Beneath the hospitality suite at Bartercard Odsal Stadium sat a large structural fascia that had remained unfilled for over 10 years – a grey void that did nothing to reflect the ambition of the club or the energy of its supporters. However, with a preamble for the club’s eagerly anticipated Las Vegas fixture on the horizon, Bradford Bulls’ commercial team saw a clear opportunity for change. It wanted to fill the space with a bold banner that would advertise the venture, showcase partner branding, and give the hospitality end of the ground the professional, polished finish it had long been missing.

But the scale of the brief immediately raised practical questions. The fascia was a significant structure, and simply affixing a large-format banner to it was not straightforward. There was no existing framework in place, and the banner would need to be suspended securely across the space without compromising safety or the aesthetics of the surrounding area. While a quote had already been obtained from another supplier to produce the banner, and a separate contractor lined up for installation, neither was able to fulfil the project within the required timeframe. With the target event rapidly approaching and challenges compounding, the club needed a confident supplier who could take full ownership of the project – and fast.

Our solution

Dominion was introduced to the project by word of mouth, and from the very first conversation, the Bradford Bulls commercial team knew it was dealing with a partner that was flexible yet focused.

Having identified that a bespoke suspension frame would be needed to hang the banner correctly, Dominion quoted for this transparently and built it into the solution – an additional scope that the original supplier had missed entirely. Rather than returning the brief to the client and waiting when time was of the essence, the team proactively rebuilt the artwork files to the standard required for large-format reproduction, ensuring every element would reproduce crisply and clearly at full scale across a 67m x 4.7m span. 

With both issues resolved, attention then turned to production, engineered for visual impact and long-term durability. The finished mesh banner – produced as a single piece with one carefully managed join – featured reinforced hems with heavy-duty eyelets, rope stitched into the hem for added strength, and 12 dragon tails welded to the reverse to keep the display secure and taut in all weather conditions.

Within two days of artwork approval, the banner was produced, delivered, and installed on site to meet the project’s exceptionally tight turnaround. The scale of the installation required specialist access equipment, meticulous planning, and a four-person crew to ensure the banner was positioned accurately, tensioned correctly, and completed safely.

The results

The bold new banner transformed the underside of the hospitality suite from a long-neglected void into a showstopping focal point – elevating the atmosphere of the stadium and celebrating Bradford Bulls’ landmark fixture in Las Vegas. For a club that hadn’t seen a display of this kind in that part of the ground for 11 years, the effect was genuinely transformative, rallying enthusiasm from supporters who were “chuffed to bits” to see the new visuals.

Beyond match day, the banner now serves as a live, physical demonstration of what is possible for potential sponsors and partners, giving the team a tangible asset to point to when selling hospitality packages and advertising opportunities.

Perhaps most valuably, the project has left Bradford Bulls with a reusable blueprint for future updates. With the structural framework now in place and a proven production process, updating or refreshing the display for future campaigns will be faster and more straightforward. The club is already thinking ahead to next year – and Dominion will be the first call the team makes.

Client testimonial

“The grey void beneath the hospitality suite had lurked for 11 years, and within days of picking up the phone to Dominion, it was completely transformed. From the very first conversation, the team understood what we needed, paid meticulous attention to detail, and got to work without fuss. The speed was incredible, but what really stood out was the quality and the attitude. They even came back in their own time to replace a panel that didn’t meet their own standards – despite us not even noticing. That tells you everything about how Dominion works.”

Ian Stafford, commercial manager at Bradford Bulls