Despite difficult times for football in France, OGC Nice has just confirmed a new sponsorship deal. One more time the club from Ligue 1 sold stadium naming rights to a global insurance giant Allianz.

Grand Stade de Nice or, as it’s known on a regular basis, Allianz Riviera is the home of the OGC Nice which competes in Ligue 1. The stadium from southern France will keep its commercial name until 2030 at least. The announcement continues Allianz’s involvement in the football and stadium business. French arena is one of the several sponsored venues from Allianz’s portfolio, including ones in Munich, St. Paul, São Paulo, Vienna, and Turin.

According to the press release from Allianz France, we are getting to know the intentions behind the announced deal: By renewing this partnership, Allianz France wants to remind of its capacity to commit to the long term and to bring durable support to the local economic community. Allianz France is also proud to carry on the shared story with the stadium and the fans based on strong values and shared emotions.

The new sponsorship deal will come into law in July, 2021. However, the financial terms of the renewed contract have not been disclosed. There are talks that would be similar to the previous one. The Nice-Matin newspaper reports about at least €1.8 million ($2.1 million) per year and 9-year cooperation. The current agreement has been on since 2012.

Financial problems in French football

For both Ligue 1 and Ligue 2, the media rights picture remains in disarray. Financial stability has been affected when the Spanish agency Mediapro was forced to end its four-year contract. Such a deal was worth approximately €800 million ($983 million) per season until 2024.

Actually, the French football and sports business find itself in an unsafe financial position after the 2019/20 season was canceled with a few games still to play. The Professional Football League (LFP) moved to take out a €120 million ($147 million) bank loan to cover missed payments to clubs. A €224 million ($275 million) government help was also secured last May.

Although single sponsorship deals within the league are always good news, the whole Ligue 1 has a big challenge in front of. Finding a trustworthy and stable media partner for the next years appears as the main goal for the managing representatives. It seems to be a serious challenge, especially in the crowded European football market. 

© OGC Nice

Busy stadium

The stadium was one of the venues of the UEFA EURO 2016, hosting three group-stage games and one match of the round of 16. That time, all matches have brought a high 94.8% average attendance compared to the tournament occupancy at 91.7%. Initially estimated at € 200 million, the 36,178-seater ended with a € 245 million price tag.

The stadium can also serve as a setting for lawn tennis, motorsports, concerts, and other large-scale events. Allianz Riviera is among the best throughout France’s southern coast, a huge tourist hub. A venue also hosts the museum of French sport. What is more, the organizing committee for the 2024 Olympics in Paris has confirmed that seven cities will host the football competitions, with Nice on the list. The 2023 Rugby World Cup will be played here as well.

Author: Karol Tatar