The Rugby Football Union has announced a controversial move. For the first time in the stadium's history, it has sold the naming rights to Twickenham as part of a broader investment agreement between the RFU and a German financial services company.

Allianz Stadium

Starting next month, Twickenham will be renamed Allianz Stadium. It will become the eighth stadium in the world under the Allianz brand, joining venues in cities like Munich, São Paulo, and Sydney.

Bill Sweeney, RFU CEO, stated that the deal—described as a significant, long-term investment in the game—allows English rugby to celebrate Twickenham's heritage while developing it for the future. Allianz will also invest funds into the development of rugby at the grassroots and local levels.

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A milestone in English rugby history?

This deal is sure to cause a stir in some circles, given that the word Twickenham, synonymous with English rugby union, has been entirely removed from the stadium's name. However, the agreement—described by the RFU as groundbreaking—comes at a crucial time for the sport, considering the scale of the financial investment it is likely to bring.

The name change takes effect in September, with the first match at the newly named venue being a women's test match between England and New Zealand scheduled for September 14.

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