Insurer Allianz has signed a multi-year deal with the Rugby Football Union, which will see the iconic Twickenham Stadium being renamed.
From September Twickenham will be called Allianz Stadium, alongside other stadia in Munich, São Paulo and Sydney.
The insurer will also invest in community and grassroots rugby, including through a new Allianz Future Fund that will enable community rugby clubs to apply for funding.
Colm Holmes, CEO of Allianz UK, said: “With each of the eight stadia we now support around the world, we seek to create the best experience for fans, players, and local communities. Allianz Stadium is no different.
“We embrace our responsibility in carrying forward its extraordinary history as a stadium full of inspirational memories, team spirit, inclusion, and heart.
“We look forward to supporting the RFU in delivering more incredible experiences for rugby fans
Allianz has been on enhancing the value of its brand through a One Brand Strategy, bringing together its various businesses under a purpose-led master brand and sub-brands.
In May, Allianz rebranded its personal lines broker business from LV= Broker to Allianz, affecting 750,000 customers. In March it rebranded the digital motor insurance business Flow.
It has also looked to make the brand more tangible and trusted through deeper engagement with customers, while building profile with partnership and sponsorship activities such as with the Olympics and Paralympics.
Allianz recently appointed its first ever Director of Brand, who will look to further the firm’s focus on building its brand in recent years. Read an exclusive interview with her here.
