WORLD
SNOOKER
TOUR
BEARD, M+T Group’s creative studio, was engaged to create a new look and feel for World Snooker. With a focus on increasing viewership and engaging younger audiences, we needed a distinctive visual style to excite audiences and help elevate the brand.
THE
CHALLENGE
World Snooker was entering one of the most exciting periods in its history, with intense competition, record ticket sales, growing global audiences, expanding international events and record-breaking prize money.
Historically, however, many of the tour’s main sponsors had been betting companies. The new brand needed to broaden the commercial appeal of the sport, helping attract blue-chip partners while expanding the fanbase, particularly among younger audiences, to drive viewing figures, live attendance and digital engagement.
THE M+T
SOLUTION
The World Snooker rebrand featured a large scope of deliverables, with BEARD also providing ongoing creative strategy support to help establish and grow the new World Snooker Tour brand. Working alongside the Tour’s global team, BEARD carried out brand workshops, developing a new identity system encompassing logos, colours and typography. The new brand was rolled out across multiple touchpoints including stationery, TV set design, venue branding and comprehensive brand guidelines.
THE
RESULTS
The global rebrand of the World Snooker Tour was a major success. The visuals were implemented across tournament venues, became the centrepiece of promotional materials around the world, and were adopted by broadcast partner Eurosport as part of its studio graphics.
