RFU Chief Defends Allianz Stadium Rebranding

Bill Sweeney, RFU boss, justifies the rebranding of Twickenham to 'Allianz Stadium' under a 10-year, £100 million deal. Twickenham follows the trend of other UK and global stadiums. The investment will support both elite and community rugby development in England, aiming for Twickenham 2027 redevelopment.

RFU boss Bill Sweeney has defended the decision to rebrand Twickenham as the 'Allianz Stadium' in a 10-year, £100 million ($130.81 million) deal, stating the larger issue is why the move wasn't made sooner.

The national rugby stadiums of Wales, Ireland, and Scotland have adopted commercial names, as have many southern hemisphere stadiums. Twickenham, England's home since 1910, is already undergoing a signage change. 'It's encouraging for the game when a company like Allianz invests in rugby union in England,' RFU CEO Sweeney told journalists after announcing the rebranding plans.

Allianz owns branding rights across seven other global stadiums and has experience in stadium redevelopment. 'They bring significant multi-year investment into the game and want a portion allocated to the community sector,' Sweeney added. When asked if the RFU's hand was forced by financial needs, Sweeney responded, 'Turning down such a substantial investment from a like-minded partner wouldn't be wise. The real question is why we didn't do it earlier.'

'It's a beneficial deal for the game,' Sweeney emphasized. 'While traditionalists might resist, most understand it's the right step. The transition period may take time, but Allianz's involvement is for the right reasons.' Built in 1907 and located in London, Twickenham hosted its first rugby international in 1910. It has an 82,000 capacity. ($1 = 0.7645 pounds)

(With inputs from agencies.)