Twickenham Stadium Renamed Allianz Stadium in £100m Sponsorship Deal

The Rugby Football Union (RFU) has announced a landmark sponsorship deal, renaming the iconic Twickenham Stadium as Allianz Stadium. This historic partnership, valued at over £100 million, will take effect from September.

Twickenham, known as the home of English rugby since 1909, is an 82,000-seater venue that hosts England's men's and women's international matches, key domestic games, community events, and major music concerts. Despite the name change, RFU chief executive Bill Sweeney insists the union has not "sold out."

"I really don't believe we've sold out," Sweeney said. "It's an iconic stadium, it's the home of rugby, experiences here are incredible, people love coming here. But we believe this will help us build on the legacy of the stadium, this will take us into the future, into decades from here and the investment from Allianz will enable us to make Twickenham an even better experience for fans and players."

The deal aligns Twickenham with Allianz's portfolio of stadiums worldwide, which includes the Allianz Arena in Munich, Germany. This move comes as part of the RFU's strategy to secure additional investment for the sport and the venue.

"We believe this is an investment into the future with the sort of partner we need to go on that journey," Sweeney added.

The rebranding follows reports that the RFU had considered selling their south west London home and acquiring a 50% share in Wembley Stadium. However, these plans were set aside in favor of the new sponsorship deal and redeveloping Twickenham.

This partnership is expected to provide "significant, long-term investment in the game," according to Sweeney, ensuring that Twickenham remains at the forefront of global rugby venues.

The newly named Allianz Stadium will host the final of the 2025 Women's World Cup, with the first international fixture under the new name set for 14 September when England's women take on world champions New Zealand.

The impact of this partnership on the RFU's extensive redevelopment plans for Twickenham, initially estimated at £663 million, remains to be seen. However, the investment from Allianz is anticipated to play a crucial role in these efforts.

This historic name change marks a new era for Twickenham, balancing its rich heritage with a forward-looking vision to enhance the fan and player experience in the years to come.