Twickenham to be Renamed Allianz Stadium in Landmark Sponsorship Deal

The iconic Twickenham Stadium, home to England rugby since 1909, is set to be renamed as the Allianz Stadium following a new sponsorship agreement announced by the Rugby Football Union (RFU). The change will take effect from September, marking a historic shift for the 82,000-seater venue renowned for hosting England men's and women's international games, key domestic matches, community events, and major music concerts.

Global Reach for Allianz

This deal adds Twickenham to Allianz's portfolio of stadiums, which already includes seven other venues worldwide, such as Bayern Munich's Allianz Arena in Germany. The move signifies Allianz's expanding influence in global sports sponsorship.

Financial Boost for Rugby

The RFU has been actively seeking additional investment to support the development and sustainability of rugby in England. According to a document seen by the BBC, the RFU had even considered selling Twickenham and purchasing a 50% share in Wembley Stadium. These plans, however, were abandoned in favor of redeveloping Twickenham with the support of Allianz’s sponsorship, a decision aimed at ensuring long-term investment in the sport.

Strategic Redevelopment

The Twickenham Stadium Masterplan Programme (TSMP) disclosed that the RFU board discussed the potential Wembley acquisition in March last year, but no formal approach was made to the Football Association (FA). Instead, the focus shifted towards a redevelopment strategy for Twickenham, estimated to cost £663 million according to the TSMP.

Celebrating Legacy and Future Growth

RFU chief executive Bill Sweeney emphasized the significance of the partnership, stating, "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."

Upcoming Events and New Beginnings

The first international fixture under the new Allianz Stadium name will see England’s women play world champions New Zealand on 14 September. Additionally, the venue is set to host the final of the 2025 Women's World Cup, further underscoring its continued relevance and prestige on the global stage.