Twickenham to be renamed as Allianz Stadium in ‘£100m’ deal
The RFU and Allianz have announced a multi-year naming rights partnership for Twickenham, which will take effect from September.
As per the agreement, which is worth £100m over ten years according to reports, the 82,000-seat venue will be renamed as the Allianz Stadium.
The Munich-based financial services firm is also set to launch the Allianz Future Fund, which will offer financial support for grassroots rugby clubs, which will be eligible to apply for funding.
Allianz, which has been a partner of the RFU for the last four years, will continue as the insurance, investment and asset management partner of England’s men’s and women’s national teams.
Earlier this year, the national governing body revealed plans to renovate Twickenham in 2027, for an estimated fee of £663m.
The RFU to keep the iconic ground as the home of English international rugby, favouring a redevelopment over a move to Wembley Stadium.
Twickenham has been the home of England’s men’s rugby union national team since 1909.
Allianz previously held the naming rights to Saracens’ home stadium between 2012 and 2020, in a deal that was reportedly worth £2m per year.
The deal marks the eighth naming rights pact for Allianz, which has sponsored Bayern Munich’s 70,000-capacity Allianz Arena since its opening in 2005, in a deal worth a reported €13m (£11.2m) annually.
The firm also holds the naming rights to Allianz Parque, the home of Brazilina football club Palmeiras, as well as the Allianz Stadium in Sydney, which houses the NRL’s Sydney Roosters.
Colm Holmes, CEO of Allianz UK, says: “We are delighted to partner with the RFU to further invest in grassroots clubs, our national teams, and in the home of England Rugby. We see a strong match between the values and ambitions of Allianz and those of the RFU.
“With each of the eight stadia we now support around the world, we seek to create the best experience for fans, players, and local communities,” said Colm Holmes, CEO of Allianz UK.
“Allianz Stadium is no different. We embrace our responsibility in carrying forward its extraordinary history as a stadium full of inspirational memories, team spirit, inclusion, and heart.”
Bill Sweeney, CEO of the RFU, added, “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.
“Over the coming years the RFU and Allianz will work together to enhance visitor experiences and provide fans and local community with the best possible match day and event experiences.”
The England Red Roses’ 14th September match against the New Zealand Black Ferns will be first game to be played under the stadium’s new name.
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