Changes wanted to Len Weston stand after Edgar Street gets new name

What the new MandM sign on the Len Weston could look like. Picture: The Town Planning Practice

Changes could be made to the Len Weston Stand at Edgar Street in light of the new sponsorship deal with MandM.

An advertisement consent planning application has been submitted to Herefordshire Council seeking permission to install an illuminated sign on the Len Weston.

A planning statement from Bromsgrove-based The Town Planning Practice said improved signage, particularly that which enhances visibility and offers advertising opportunities, will help generate essential commercial income for the club.

It will also support partnerships with local businesses, creating a mutually beneficial relationship between the club and the wider economy of Hereford. It also said increased revenue will allow for reinvestment into youth development, stadium improvements, and community programs, all of which are central to the club's long-term vision and sustainability.

An example of what the sign could look like when lit from behind

The proposed sign, measuring three metres wide by 75 centimetres high, will be LED-lit with a halo glow effect. It forms part of the club’s sponsorship deal with Hereford Old Market-based MandM Direct, which includes naming rights for Edgar Street.

The planning statement said that the modest scale and design of the sign ensures it won’t negatively affect the area’s appearance or public safety. The proposed illumination level is considered moderate, and the sign will be mounted securely to the existing cladding without altering the stadium’s structure.

The statement concluded: "Given its minimal impact, compliance with relevant policy, and contribution to local community identity, the proposed sign is considered acceptable, and we respectfully request that advertisement consent is approved.

"The proposed illuminated signage at the M&M Edgar Street Stadium represents a modest yet important enhancement to Hereford FC's facilities. As a club with deep roots in the community and a strong social purpose, this signage will not only acknowledge the support of a key local sponsor, M&M Direct, but also contribute to the financial sustainability of the club."

If application P251869/A is approved once the consultation period is over, the sign could be installed later this year.

The planning statement lists the applicant as Hereford FC, though Herefordshire Council's planning portal names Maeve Wylie of 29 Church Height, Cookstown, Northern Ireland.

It also referred to the Len Weston as the Len Goodman, seemingly confusing the late Strictly Come Dancing judge with the cider maker and club stalwart and benefactor.