Twickenham to Be Rebranded as Allianz Stadium from September
The iconic Twickenham Stadium is set to be renamed Allianz Stadium beginning in September, following a groundbreaking long-term agreement with Allianz. This marks the first time since its establishment in 1907 that the 82,000-seat venue, the heart of English rugby, will adopt a corporate name.
The inaugural match at Allianz Stadium will feature the Red Roses facing New Zealand on September 14. While the Rugby Football Union (RFU) has chosen not to disclose the financial details of the deal, they have referred to Allianz’s investment in both the senior England teams and grassroots rugby as “significant.”
RFU Chief Executive Bill Sweeney expressed enthusiasm about the partnership, stating, “This is an opportunity to celebrate our stadium’s proud legacy while developing it for the future.” He added that the collaboration aims to enhance experiences for visitors, ensuring that fans and the local community enjoy exceptional match day and event experiences.
The move to rebrand Twickenham is not without controversy, as it is the last of the four home union stadiums to adopt a sponsor title. Meanwhile, Wembley and Lord’s will retain their original names for football and cricket, respectively.
This decision comes in the wake of the RFU reporting a £6.3 million loss alongside an operating profit of £4 million for the 2022/23 financial year. The RFU has highlighted the challenging financial landscape in rugby, exacerbated by the recent collapse of several clubs, including Wasps and Worcester.
In future plans, the RFU aims to initiate renovations of Allianz Stadium by 2027, having previously set aside a proposal to make Wembley the new home for English rugby.
