Twickenham, England’s home of rugby union, will now be named the Allianz Stadium as part of a multi-year deal between the Rugby Football Union (RFU) and Allianz.
The rugby union governing body stated that Allianz’s support for the sport will be secured through long-term investment and will be “transformative” in helping bring rugby union’s men’s and women’s teams, as well as community clubs across the country.
The 82,000 seater stadium will change its name from Twickenham to become the Allianz Stadium from September onwards. This is a historic move as it removes the Twickenham name from the stadium for the first time since it was built in 1906.
This is not the first time Allianz has secured stadium naming rights for a sporting venue. With Twickenham now added to the list, the insurtech firm now has eight naming rights sponsorships, including deals in place with Bayern Munich’s Allianz Arena, and Juventus’ Allianz Stadium in Turin.
RFU CEO, Bill Sweeney, stated: “We’re really pleased to be expanding our partnership with Allianz, enabling further investment into the community and professional game. This is an opportunity to celebrate our stadium’s proud legacy while developing it for the future.
“This partnership will support us in moving the game in a direction which serves all rugby, from minis to the elites, from club coaches to our national coaches and everything in between.
“Over the coming years the RFU and Allianz will work together to enhance visitor experiences and provide fans and local community with the best possible match day and event experiences.”
Mirroring its continued efforts to support rugby union at all levels in the last four years, Alliaz will continue to help fund new opportunities, in particular for the women’s game.
The company stated it is dedicated in helping to grow women’s rugby union through its grassroutes programme ‘Allianz Inner Warrior’ which helps promote young women participation in rugby. Allianz has also been a title partner of the Premiership Women’s Rugby league.
In addition to being a key partner of the RFU’s community engagement programme, Allianz will also launch a new ‘Allianz Future Fund’ that will enable community rugby clubs to apply for funding.
Colm Holmes, CEO of Allianz UK, added: “We are delighted to partner with the RFU to further invest in grassroots clubs, our national teams, and in the home of England Rugby.
“With each of the eight stadiums we now support around the world, we seek to create the best experience for fans, players, and local communities. Allianz Stadium is no different. We embrace our responsibility in carrying forward its extraordinary history as a stadium full of inspirational memories, team spirit, inclusion, and heart.
“We look forward to supporting the RFU in delivering more incredible experiences for rugby fans at Allianz Stadium, as well as further opening this iconic venue to many others.”
Whilst the sale of naming rights to Allianz will bring in additional revenue for English rugby, the removal of the iconic Twickenham name to the stadium will be sure to upset fans of the sport who hold onto tradition and value of the sport.
The Twickenham stadium name removal now means that all four of England, Scotland, Wales and Ireland’s home stadium’s naming rights have been sold.
