The stadium where West Ham United's home matches are staged has lost out on a lucrative sponsorship deal - to the home of rugby.
We reported at the back end of last year how German insurance and financial services giant Allianz were in pole position to secure a long-term agreement for the Stratford-based arena, amidst reports that the German company were at an advanced stage of negotiations with the stadium owners.However the eight-year wait to find a naming rights partner will rumble on after it was confirmed Allianz had opted instead to secure a deal with Twickenham, where England play their international matches.
"One of the world’s leading insurers, Allianz, and the Rugby Football Union (RFU) today announce the next step in their partnership, as Allianz extends its support for rugby by making a significant, long-term investment in the game," read a statement by the RFU.
"The partnership will be transformative, not only to the elite men’s and women’s teams but also aims to have a positive impact on community clubs around the country. It will see Allianz and the RFU offer significant support to the grassroots game through financial investment that aims to secure future investment into the community game.
"As part of this agreement, the home of England Rugby, Twickenham, will become ‘Allianz Stadium’ from September."
The move means rugby’s national stadium will have a new name for the first time in its 117-year history, with Allianz also owning the naming rights for stadiums in Munich, Sao Paolo and Sydney.
The news will come as a bitter blow to London Olympic Stadium operators E20 who, in conjunction with West Ham, have been unable to find a naming rights partner since the stadium re-opened in 2016.
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