Leicester City x The Beautiful Frame: From Fan to Official Collaborator
There are some moments in business that feel almost impossible to put into words.
For us, this is one of them.
Just over a year ago, The Beautiful Frame officially launched with a simple idea: to create football artwork that supporters would be genuinely proud to display in their homes. Today, we are incredibly proud to announce our first-ever official club collaboration with Leicester City Football Club.
Even writing those words feels surreal.
As lifelong Leicester City supporters, seeing our work available in the LCFC Club Shop is a moment we never imagined would come this quickly. It’s a milestone that means more to us than any sales figure, social media metric, or business achievement ever could.
Because this story started long before The Beautiful Frame existed.
The Season That Inspired Everything
Ten years ago, Leicester City did the impossible.
At the start of the 2015/16 season, the Foxes were 5000/1 outsiders for the Premier League title. What followed was one of the greatest sporting stories ever told.
Week after week, Leicester City defied expectations. Jamie Vardy couldn’t stop scoring. N’Golo Kanté seemed to cover every blade of grass. Riyad Mahrez produced moments of magic. Wes Morgan, Kasper Schmeichel and the rest of Claudio Ranieri’s squad wrote themselves into football history.
For Leicester supporters, it wasn’t just a title-winning season.
It was a season that united a city.
A season filled with memories that still feel as vivid today as they did a decade ago.
Like many fans, we wanted a way to celebrate that achievement and remember every step of the journey.
The Idea That Started It All
Ten years ago, my hometown club Leicester City did the impossible, and I wanted to create something that the better half would actually allow me to hang in the hallway to celebrate it.
At the time, that was all it was.
An idea.
A design project.
A way of telling the story of a remarkable football season through data, design, and storytelling.
I never imagined that little idea would eventually become The Beautiful Frame.
I certainly never imagined it would lead to becoming an official collaborator with the club I’ve supported my entire life.
Yet here we are.
Building The Beautiful Frame
The Beautiful Frame officially launched just over a year ago.
Like many small businesses, the journey has been anything but straightforward.
There have been late nights, early mornings, seven-day weeks, setbacks, mistakes, lessons, and more cups of coffee than we’d care to admit.
There have been moments where everything felt exciting and moments where everything felt uncertain.
But throughout it all, we’ve remained obsessed with one thing: creating meaningful football artwork that celebrates the moments supporters never want to forget.
Every print we create starts with hours of research, fact-checking, design work, and refinement. We genuinely care about getting the details right because we know these seasons mean something to the people who buy them.
Over the last year we’ve been fortunate enough to see thousands of supporters from across the UK and beyond hang our prints in their homes, offices, man caves, and living rooms.
That support has allowed us to continue building something we’re incredibly proud of.
Seeing Our Work in the Leicester City Club Shop
Nothing quite prepared us for seeing our Leicester City print sitting inside the Club Shop.
Walking through the doors and seeing supporters stop, look, and admire something we’d created was a feeling that’s difficult to describe.
There was a moment where we simply stood back and watched.
Not as business owners.
Not as designers.
Just as Leicester City fans.
Fans who had spent years watching matches from the stands, celebrating goals, suffering defeats, and dreaming about what the club could achieve.
To now see our work sitting alongside official Leicester City merchandise was genuinely emotional.
It’s a moment we’ll never forget.
Celebrating 5000/1 – Ten Years On
This collaboration centres around the 10th anniversary of Leicester City’s historic Premier League triumph.
Our official LCFC x TBF print celebrates the complete story of that extraordinary season, transforming one of football’s greatest achievements into a piece of wall art designed to be enjoyed for years to come.
For supporters who lived through every match, every goal, every nervous final whistle, and every unforgettable moment, we wanted to create something worthy of the occasion.
Not just a print.
A conversation piece.
A reminder of what was achieved.
A celebration of a season that changed Leicester City forever.
A Huge Thank You
None of this happens without the support of Leicester City supporters.
Every order, every message, every social media share, and every recommendation has helped us reach this point.
To Leicester City Football Club, thank you for believing in a small independent business from Leicestershire.
To everyone who has supported The Beautiful Frame during our first year, thank you for helping us build something that started as a simple idea and has become far more than we ever expected.
A little over one year since launching, we’re standing in the Club Shop of the club we love, looking at our first official collaboration.
Not many things in life will beat that feeling.
Here’s to year two.