Our experience in the sporting arena stretches back well before Celf Creative’s official inception.
In the late 1990s, we worked with the Welsh Rugby Union on a Six Nations campaign welcoming Graham Henry as the “Great Redeemer”, a relationship that continued for more than a decade.
We created the complete identity programme for the Millennium Stadium, submitting proposals to the Millennium Commission as part of the UK Government’s landmark projects, and went on to provide graphic and interior design services to Millennium Stadium PLC for over ten years.
At the same time, we partnered with the International Rugby Board to deliver the design and marketing collateral for the Rugby World Cup 1999. We also supported the inaugural European Rugby Cup, working alongside new sponsor Heineken to establish the European Cup and Challenge Cup tournaments, a partnership that lasted 15 years.
Our portfolio extends across the sporting world where we:
Helped to refine the British & Irish Lions’ brand identity and created tour brochures, merchandising guides, and campaign assets.
Produced campaigns for leading organisations such as Under Armour, the Football Association of Wales, Tennis Wales, Wales Rally GB, the Welsh Sports Association (WSA) and Sport Wales.
Beyond elite sport, we have also supported community initiatives and commercial sporting goods manufacturers, bringing the same level of creativity and professionalism to every project.
Case Study: Run 4 Wales
Since Run 4 Wales took over the Cardiff Half Marathon in 2012, Celf Creative has been a trusted partner, supporting the growth of not only the Cardiff Half but a portfolio of world-class mass-participation events across Wales.
Our collaboration has helped establish the Cardiff Half Marathon as one of Europe’s largest road races while extending our expertise to other flagship events, including:
Cardiff 10k
Newport Marathon & 10K
Porthcawl 10k
Barry Island 10K
Across all these events, our role has been to ensure the digital platforms behind them perform seamlessly under intense demand, providing runners, spectators, and partners with uninterrupted access to essential information.
Key areas of support include:
Performance at scale: Reliable user experiences across multiple event sites under high-traffic conditions.
Caching strategies: Keeping content fast and accessible even during peak demand.
Scalable infrastructure: Supporting thousands of concurrent visitors without disruption.
Security and uptime: Ensuring platforms remain safe and available at all times.
Optimised resilience: Handling peak traffic of more than 350,000 visitors.
Close partnership: Providing ongoing monitoring, technical support, and rapid response whenever needed.
This long-term collaboration has enabled Run 4 Wales to deliver a growing portfolio of world-class sporting events with confidence that their digital presence can meet the scale of their ambitions.
