The Rugby Football Union (RFU) has announced a new partnership with German insurer Allianz for the naming rights to Twickenham Stadium, the iconic home of the national rugby union side for the past century.
According to sources, the RFU and Allianz have been in talks for some time and were prompted to finalize the deal after being contacted by media outlets on Monday afternoon. While the specific value of the agreement has not been disclosed, it is expected to provide a substantial financial boost to the governing body.
The land on which Twickenham Stadium sits was originally acquired by the RFU in 1907 at the suggestion of committee member William Williams. Since then, the stadium has become a symbol of English rugby and has hosted countless historic matches.
Both the RFU and Allianz have been contacted for comment on the partnership, which will see Allianz’s brand prominently displayed at the stadium. This is not the first time Allianz has been involved with rugby, as they previously sponsored the home ground of Saracens, the serial Premiership winners. However, that partnership came to an end when Saracens were found to have breached salary cap rules.
The deal for the naming rights to Twickenham Stadium is expected to be one of the most prominent in Britain, rivaling the likes of the Emirates and Etihad stadia, which are the homes of Arsenal and Manchester City respectively. The addition of Allianz’s brand to such an iconic venue further solidifies the insurer’s presence in the world of sports.
