The Royals have followed suit with other Barclays Premier League sides as wiring begins for new pitchside advertising displays.
The LED screens will be in action for the first game of the season and will certainly add to the pitchside spectacle.
The boards will run the length of the East Stand as well as the North and South Stands.
Hundreds of metres of cabling are being carefully laid and tucked away out of sight.
The boards themselves are an advertiser's dream - being able to display thousands of different colour variations - and will be showcasing all sorts of local & far-reaching companies each matchday.
It all adds to what will inevitably be an electric matchday experience in the top flight.
If you want to advertise with the club then please contact Jake Wood on 0118 968 1303 / email@example.com