The Rugby Football Union has sparked debate by announcing the sale of naming rights for Twickenham for the first time ever, with the stadium to be rebranded as the Allianz Stadium starting next month.
Since its establishment in 1907, Twickenham has served as the venue for England men’s games since 1909. However, the 82,000-seat arena will now carry a new name, a part of a broader investment agreement between the RFU and the German financial services firm. This change makes it the eighth stadium worldwide to be affiliated with Allianz, joining locations in cities such as Munich, São Paulo, and Sydney.
Bill Sweeney, the chief executive of the RFU, expressed that the agreement – labeled a “significant, long-term investment in the game” – enables English rugby to honor the legacy of Twickenham while also “shaping its future.”
Allianz will also funnel financial support into the enhancement of grassroots and community rugby.
“We’re thrilled to be deepening our partnership with Allianz, allowing for further investment in the community and professional game,” Sweeney stated.
“This presents an opportunity to celebrate the proud legacy of our stadium while forging ahead into the future.”
“This partnership will guide us in propelling the game forward in a manner that encompasses all levels of rugby – from youth players to elite athletes, and from club coaches to our national coaches and everything in between.”
With this deal, English rugby aligns itself with its Irish, Scottish, and Welsh counterparts, who have also sold naming rights to their most prestigious rugby venues.
However, this agreement may raise eyebrows due to the complete omission of the word Twickenham, a term synonymous with English rugby union, from any renaming of the venue. Nonetheless, the RFU considers the deal “transformative” and timely for the sport’s financial landscape.
The name change will take effect in September, with the first event at the venue being a women’s Test match between England and New Zealand on September 14. The first men’s match will follow on November 2, featuring England against the All Blacks.
Marlie Packer, captain of the England women’s team, remarked: “To me, the stadium is monumental; it is the headquarters, the heart and soul of English rugby. My proudest moment at the stadium was leading out in front of 58,000 fans as captain during a grand slam decider, with my son as a mascot.”
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“I’m really looking forward to the Red Roses’ upcoming match against the Black Ferns at the Allianz Stadium on September 14. The team is eager, and it promises to be an incredible day.”
Allianz’s newly expanded partnership with the RFU also signifies a substantial investment into rugby across all levels, with a special emphasis on boosting the women’s game.
“One of the aspects I cherished most about playing rugby, at any level, was the sense of community,” said former England international Will Greenwood. “I am excited to see the impact of this partnership on rugby both internationally and at the grassroots level, and I hope it inspires the next generation of players.”
