LONDON, Sept 9 (Askume) – RFU boss Bill Sweeney has renamed Twickenham the Allianz Stadium in a 10-year, 100 million pound ($130.81 million) deal. Defending the decision, he said the big question was why he had not done it sooner.
The national rugby stadiums in Wales, Ireland and Scotland are now branded with commercial names, as are many stadia in the Southern Hemisphere, with England’s home ground Twickenham following suit since 1910, and work to replace signage is in progress.
RFU chief executive Sweeney told reporters after the rebranding plan was announced last month: “I think when a company like them (Germany’s Allianz Insurance Group) invests in the English Rugby Football Union, it’s great for the game. It’s really encouraging to say the least.
“They have the naming rights to seven other stadiums around the world, they are passionate about rugby from top to bottom and they have vast experience of stadium redevelopments which will help us shape Twickenham’s 2027 (development) plans, they have been working for years and there is huge investment coming into the game.
“They were very clear from the beginning that they wanted to see a certain amount of activity focused on community gaming.”
Asked if the RFU “had to do it” given the money involved, Sweeney said: “You don’t want to walk away from a very great deal with a partner who has the same values and the same passion for the games. You’re making the same investment.”
“The question is, ‘Why don’t we do it sooner? Why don’t we find a naming rights partner sooner?’ But it’s a really good deal and good for the sport.
“They’re doing it for the right reasons – most of the people we interact with understand that this is the right deal for the sport. You’re going to get a certain amount of pushback for legacy reasons, which is completely understandable, and there will be a period of time to adjust.
Twickenham, named after the area of London founded in 1907, hosted its first international rugby match in 1910 when England hosted Wales. It has a capacity of 82,000.
($1 = 0.7645 British pounds)
