Twickenham to be renamed Allianz Stadium in first rebrand since 1907

Twickenham is to be renamed Allianz Stadium from September after the Rugby Football Union signed a long-term deal with the insurance company.

For the first time since it was built in 1907, the 82,000-seater home of English rugby will be rebranded as part of an agreement that the RFU insists will be “transformative” for the game.

The first fixture to be played at Twickenham under its new name is the Red Roses’ clash with New Zealand on September 14th.

The RFU declined to reveal the amount being paid by Allianz for the naming rights, as well its investment into the senior England teams and community game, but described it as “significant”.

England Rugby and @allianzuknews have agreed a long-term partnership, which will see significant investment into the game at all levels with the home of England Rugby, Twickenham becoming Allianz Stadium from September.

— England Rugby (@EnglandRugby) August 5, 2024

“We’re really pleased to be expanding our partnership with Allianz, enabling further investment into the community and professional game,” RFU chief executive Bill Sweeney said.

“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 the local community with the best possible match day and event experiences.

“As we head towards hosting the women’s World Cup in 2025, it is entirely fitting that the first game to be played at the newly named Allianz Stadium will be the Red Roses versus