Northern Edition

Select Edition

Northern Northern
Southern Southern
Global Global
New Zealand New Zealand
France France

RFU double down and reiterate Allianz is 'right deal for the game'

RFU CEO Bill Sweeney (left) outside the newly rebranded Twickenham last Wednesday (Photo via Premiership Rugby)

Bill Sweeney has claimed that the vast majority of people the RFU interact with believe that the naming rights agreement that has seen Twickenham become Allianz Stadium was “the right deal” for rugby in England. Eyebrows were raised when the RFU confirmed on August 5 that it had agreed a 10-year deal worth in excess of £100million to allow Twickenham, which has hosted England internationals since 1909, become the Allianz Stadium.

ADVERTISEMENT

The development meant the insurance company would now hold the naming rights to eight stadiums around the world and having last week changed the signage at Twickenham to Allianz Stadium, next Saturday’s women’s rugby clash between England and New Zealand will be the first match to take place at the newly rebranded ground.

The RFU’s decision to strike a deal came after it was decided not to pursue the opportunity to become a 50 per cent co-owner of Wembley with the English FA. An opportunity to develop a greenfield site in Birmingham was also spurned, with rugby officials instead committing to a redevelopment of Twickenham from 2027.

Video Spacer

‘This Energy Never Stops’ – One year to go until the Women’s Rugby World Cup

With exactly one year to go until Women’s Rugby World Cup England 2025 kicks off
in Sunderland, excitement is sweeping across the host nation in anticipation of what
will be the biggest and most accessible celebration of women’s rugby ever.

Register now for the ticket presale

Video Spacer

‘This Energy Never Stops’ – One year to go until the Women’s Rugby World Cup

With exactly one year to go until Women’s Rugby World Cup England 2025 kicks off
in Sunderland, excitement is sweeping across the host nation in anticipation of what
will be the biggest and most accessible celebration of women’s rugby ever.

Register now for the ticket presale

When the deal was announced last month, Sweeney was adamant: “I really don’t believe we have sold out. It’s an iconic stadium, it’s the home of rugby, experiences here are incredible, people love coming here. But we believe this will help us build on the legacy of the stadium, this will take us into the future, into decades from here.”

A month later, the RFU chief has now doubled down on his original opinion. “First and foremost, it’s really encouraging for the game when you have a company like them [Allianz] investing in rugby union in England,” insisted Sweeney just days out from the September 14 clash featuring John Mitchell’s Red Roses and the Black Ferns.

Fixture
Women's Internationals
England Womens
24 - 12
Full-time
New Zealand Womens
All Stats and Data

“They have branding naming rights on seven other stadiums around the world. They are passionate about rugby from the top down, they are passionate about rugby union the characters we have been dealing with. They have got experience of stadium redevelopment, so that helps us in terms of our plans for Twickenham going forward starting in 2027, and they are providing a significant investment over a multi-year period which is coming into the game.

“They have been very clear from the outset that they want to see a certain amount of that activity being targeted at the community game. So they are very interested in the continued health and development of the community club network and we are working with them on some certain programmes around that.

ADVERTISEMENT

“There is an Allianz funding programme which is a methodology giving access to specific funds for club facilities and club development. There is a danger to think it’s a silver bullet and it fixes everything. We did make certain assumptions about that money coming in when we first started off the negotiations. But it certainly helps us to fund the PGP [the professional game partnership] but also some of the other investments we have to do.

“Did we have to do it? You wouldn’t want to walk away from a very significant investment with a partner that shares similar values and similar passions for the game. Some of the challenges we had previously is, why didn’t we do it earlier? Why haven’t we had a naming rights partner sooner? You can reel them all off.

“You all know the stadiums that have naming-rights partners. I blame the previous commercial director who didn’t do one, and I know he tried really hard and missed his KPIs and bonus on a number of years.

“But it’s a good deal. It’s a really good deal, good for the game. We are doing it for the right reasons – the vast majority of the people that we interact with understand that it’s the right deal for the game. You will get certain resistance for traditional reasons, that is wholly understandable, and there will be a period of time where it takes some time to adjust.”

ADVERTISEMENT

The ’previous commercial director’ Sweeney was referring to was Simon Massie-Taylor, the former RFU chief commercial and marketing officer who is now the Premiership Rugby CEO. He was sitting to the right of the RFU CEO at last Wednesday’s professional game partnership unveiling when Sweeney delivered his tongue-in-cheek ‘blame’ remark.

“It [the stadium naming rights idea] has been on the table for years,” said Massie-Taylor. “My previous ‘better’ boss at the RFU said, ‘Just don’t make it the ‘Chunky Chicken Stadium’. That was his only mandate.”

Related

ADVERTISEMENT

LIVE

{{item.title}}

Trending on RugbyPass

Comments

0 Comments
Be the first to comment...

Join free and tell us what you really think!

Sign up for free
ADVERTISEMENT

Latest Features

Comments on RugbyPass

J
JW 4 hours ago
Does South Africa have a future in European competition?

I rated Lowe well enough to be an AB. Remember we were picking the likes of George Bridge above such players so theres no disputing a lot of bad decisions have been made by those last two coaches. Does a team like the ABs need a finicky winger who you have to adapt and change a lot of your style with to get benefit from? No, not really. But he still would have been a basic improvement on players like even Savea at the tail of his career, Bridge, and could even have converted into the answer of replacing Beauden at the back. Instead we persisted with NMS, Naholo, Havili, Reece, all players we would have cared even less about losing and all because Rieko had Lowe's number 11 jersey nailed down.


He was of course only 23 when he decided to leave, it was back in the beggining of the period they had started retaining players (from 2018 onwards I think, they came out saying theyre going to be more aggressive at some point). So he might, all of them, only just missed out.


The main point that Ed made is that situations like Lowe's, Aki's, JGP's, aren't going to happen in future. That's a bit of a "NZ" only problem, because those players need to reach such a high standard to be chosen by the All Blacks, were as a country like Ireland wants them a lot earlier like that. This is basically the 'ready in 3 years' concept Ireland relied on, versus the '5 years and they've left' concept' were that player is now ready to be chosen by the All Blacks (given a contract to play Super, ala SBW, and hopefully Manu).


The 'mercenary' thing that will take longer to expire, and which I was referring to, is the grandparents rule. The new kids coming through now aren't going to have as many gp born overseas, so the amount of players that can leave with a prospect of International rugby offer are going to drop dramatically at some point. All these kiwi fellas playing for a PI, is going to stop sadly.


The new era problem that will replace those old concerns is now French and Japanese clubs (doing the same as NRL teams have done for decades by) picking kids out of school. The problem here is not so much a national identity one, than it is a farm system where 9 in 10 players are left with nothing. A stunted education and no support in a foreign country (well they'll get kicked out of those countries were they don't in Australia).


It's the same sort of situation were NZ would be the big guy, but there weren't many downsides with it. The only one I can think was brought up but a poster on this site, I can't recall who it was, but he seemed to know a lot of kids coming from the Islands weren't really given the capability to fly back home during school xms holidays etc. That is probably something that should be fixed by the union. Otherwise getting someone like Fakatava over here for his last year of school definitely results in NZ being able to pick the cherries off the top but it also allows that player to develop and be able to represent Tonga and under age and possibly even later in his career. Where as a kid being taken from NZ is arguably going to be worse off in every respect other than perhaps money. Not going to develop as a person, not going to develop as a player as much, so I have a lotof sympathy for NZs case that I don't include them in that group but I certainly see where you're coming from and it encourages other countries to think they can do the same while not realising they're making a much worse experience/situation.

144 Go to comments
TRENDING
TRENDING Leinster player ratings vs Connacht | 2024/25 URC Leinster player ratings vs Connacht | 2024/25 URC
Search