Saints Wall of Legends, St Helens RLFC
St Helens RFC
Celebrating the 150th anniversary of the club
The Wall of Legends was first unveiled by St Helens RLFC in 2012 alongside the opening of the Totally Wicked Stadium, giving supporters the opportunity to secure a personalised zinc plaque at the rear of the North Stand.
Originally launched to mark the club’s 150th anniversary season, the scheme has continued to evolve since. The stadium has since changed name to the BrewDog Stadium, yet the Wall of Legends remains a permanent and growing supporter feature within the ground. Additional phases have been released over the years, with the most recent expansion launched in 2024 following renewed supporter demand.
The Challenge
St Helens R.F.C. wanted to create a permanent feature that felt worthy of a 150-year milestone while remaining commercially viable beyond a single season.
The installation needed to sit naturally within the stadium exterior, handle high volumes of personalised plaques and operate in structured release phases that could be revisited over time.
It also needed to remain relevant as the stadium environment evolved.
The Solution
Intaglio designed and delivered the Wall of Legends personalised plaque scheme working closely with its hometown club St Helens RFC, and has continued to support its evolution since launch.
Phase one – 2012
The initial wall was unveiled in 2012 at the rear of the North Stand. Premium zinc plaques were introduced in a club-branded format, establishing a consistent and durable visual identity.
Phased expansion
Following strong uptake, additional sections were released in subsequent phases. Controlled release windows created natural sales peaks and allowed the club to re-engage supporters at key moments. The latest phase launched in 2024, more than a decade after the original unveiling.
Fan first experience
A bespoke e-commerce platform enabled fans to choose and personalise their plaque with a name, message or dedication. Messages range from birthdays and anniversaries to tributes and lifelong pledges of loyalty. Each plaque is engraved, quality checked and installed during scheduled installation windows. Supporters receive confirmation and a personalised location reference once their plaque is in place, and replica plaques are also available as keepsakes.
The Results
Since 2012, the Wall of Legends has delivered:
- A permanent supporter installation spanning a stadium naming transition
- Multiple phased expansions across more than 12 years
- Sustained supporter demand, including a 2024 release phase
- An incremental revenue stream for the club
- A structured and repeatable personalised plaque programme
- A visible expression of fan pride
The wall continues to stand as a long-term stadium feature, demonstrating how a heritage installation can evolve alongside a club and remain commercially active well beyond its original launch year.
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