The Rugby Football Union has controversially announced that it has sold the naming rights to Twickenham for the first time in the stadium’s history, with the venue to be renamed the Allianz Stadium from next month.
Twickenham, built in 1907, has hosted England men’s games since 1909 but the 82,000-seat stadium will now be known under a different name for the first time as part of a wider investment agreement between the RFU and the German financial services company. It will become the eighth stadium worldwide to fall under the Allianz banner, joining venues in cities including Munich, São Paulo and Sydney.
Bill Sweeney, chief executive of the RFU, said the deal – described as a “significant, long-term investment in the game” – allows English rugby to celebrate Twickenham’s legacy while also “developing it for the future”.
Allianz will also invest financially into the strengthening of grassroots and community rugby.
“We’re really pleased to be expanding our partnership with Allianz, enabling further investment into the community and professional game,” Sweeney said.
“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.”
The deal means English rugby has joined its Irish, Scottish and Welsh counterparts with its most iconic rugby venue selling naming rights.
However, this particular agreement is certain to cause uproar in some quarters given how the word Twickenham, one which is synonymous with English rugby union, has been completely removed from any renaming of the stadium. But the deal – described by the RFU as “transformative” – arrives at a crucial time for the sport given the scale of the financial investment it is likely to bring.
The name change comes into effect from September, with the first game to be held at the venue a women’s Test between England and New Zealand on 14 September. The first men’s England game will be on 2 November when they host the All Blacks.
Marlie Packer, captain of the England women’s side, said: “For me the stadium is massive, it’s HQ, the home and heart of English rugby. My proudest moment at the stadium was walking out in front of 58,000 fans as captain in a grand slam decider with my son as a mascot.
“I’m really excited about the Red Roses’ next fixture against the Black Ferns at the Allianz Stadium on 14 September. The team is really up for it, and it will be a sensational day.”
Allianz’s new and extended partnership with the RFU also provides a major investment into rugby at all levels with a particular focus on growing the profile of the women’s game.
“One of the things I enjoyed most about playing rugby, at any level, was the sense of community,” the former England international Will Greenwood said. “I’m excited to see what this partnership does for rugby both internationally and at a grassroots level, with more eyes on the game I hope it can inspire the next generation of players.”
