Twickenham Officially Renamed Allianz Stadium After Major Deal With RFU

The Rugby Football Union (RFU) has announced a new sponsorship deal that will see Twickenham, the iconic home of England rugby, renamed as 'Allianz Stadium' starting from September. The agreement with Allianz Holdings expands the insurance company's naming rights portfolio, which includes venues such as Bayern Munich’s Allianz Arena in Germany, Sydney’s Allianz Stadium, and several others globally. This deal is reportedly worth up to £100 million and aims to provide significant, long-term investment in rugby at various levels.

Twickenham, historically known for hosting England men’s games since 1909 alongside other significant events, will see its name change amidst mixed reactions. Many fans are openly critical about dropping the historic 'Twickenham' name entirely. Bill Sweeney, RFU’s chief executive, acknowledged the concerns while highlighting that the investment would support the game's growth at all levels, from community clubs to the national team.

In a document, the RFU was considering selling Twickenham and purchasing a 50% share in Wembley but ultimately decided to redevelop Twickenham, investing an estimated £663 million as part of the Twickenham Stadium Masterplan Programme (TSMP). The RFU believes the new sponsorship deal will celebrate Twickenham's legacy while preparing it for future developments.

The Allianz sponsorship also extends to community initiatives, with a future fund enabling local rugby clubs to apply for funding. Allianz already plays a prominent role in the rugby sphere by being a title partner for Premiership Women’s Rugby and providing insurance, investment, and asset management for England Rugby.

Despite mixed reception and scrutiny from within the rugby community, including former players, industry experts like Marcel Knobil see the deal’s financial merits, comparing it with other sponsorship deals like Scottish Gas’s with Murrayfield and Aviva’s with the Irish Rugby Football Union.

The ground-breaking move marks the first time in Twickenham’s history that it has given up its traditional name. England’s women will play world champions New Zealand in the first international fixture under the new name on 14 September. The venue is also set to host the Women's World Cup final in 2025.