Twickenham Stadium sells naming rights for the first time

For the first time in the 117-year history of Twickenham Stadium, the Rugby Union has agreed to a naming rights deal. The contract is part of a broader agreement that also encompasses grassroots rugby.

England’s national rugby stadium has entered into a new agreement with an existing sponsor, which, for the first time, will impact the name of Twickenham Stadium. Since its construction in 1907, the stadium in the namesake district has stood as one of the United Kingdom's most traditional venues, but starting from September 1, 2024, it will relinquish its historic name.

The Twickenham Stadium will have a new name from September. Image: Stadionwelt

As part of the contract with the German insurance company, Twickenham Stadium will be renamed “Allianz Stadium.” This stadium sponsorship is the eighth of its kind for the corporation. The partnership will not only impact the professional men’s and women’s rugby teams but will also benefit grassroots rugby across the country, which will receive substantial financial investments. To support this, the new “Allianz Future Fund” will be established, allowing rugby clubs to apply for financial aid.

Twickenham Stadium hosts English national matches, high-profile domestic rugby games, and various community rugby events. In recent years, it has also staged concerts by acts like The Rolling Stones, Rihanna, and U2. The stadium currently has a capacity of 82,000, which may be subject to change as the Rugby Football Union (RFU) plans to modernize the venue.

In addition to sporting events, the stadium also hosts other events, such as the Stadium Golf Tour. Image: Maverick Sports & Entertainment

RFU Chief Executive Bill Sweeney commented on the contract extension: “We are thrilled to expand our partnership with Allianz, which enables further investments into both the community and professional rugby. This is an opportunity to celebrate the proud heritage of our stadium while also preparing it for the future.”

Sweeney further explained: “In the years ahead, the RFU and Allianz will work together to enhance the visitor experience, offering the best possible experiences for fans and the local community on match days and at events. As we prepare to host the Women’s Rugby World Cup in 2025, it is fitting that the first match in the newly named Allianz Stadium on September 14 will be the Red Roses’ game against New Zealand.”

Colm Holmes, CEO of Allianz UK, added: “We are delighted to partner with the RFU to continue investing in grassroots clubs, our national teams, and the home of English rugby. […] In each of the eight stadiums we now support worldwide, we strive to create the best experience for fans, players, and local communities. The Allianz Stadium will be no different. We embrace our responsibility to continue its extraordinary history as a venue full of inspiring memories, team spirit, inclusion, and heart.” (stadiaworld, 06.08.2024)