The Rugby Football Union (RFU) has taken further steps to increase year-round revenue at Allianz Stadium in Twickenham by launching public consultations on hosting "up to 15 additional non-sporting events" at this iconic venue.

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As part of the long-term development plan for England’s national stadium, the governing body wants to hear the views of residents, businesses, and the rugby community on the proposed changes. Currently, the RFU can host no more than three concerts per year, with each event having a much lower capacity than the 82,000 seats available for rugby matches at Allianz Stadium.

Additionally, two of these concerts must take place on a Saturday, and no concert can be held on three consecutive days. According to the RFU, these restrictions have caused Twickenham to fall behind other venues in recent years.

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Impact on the community

In a recent statement, Alex Cohen, RFU's Director of Stadium Operations, said: Allianz Stadium generates 90% of RFU's revenue, which is entirely reinvested into amateur and professional rugby in England. A study on the stadium’s economic impact, conducted between 2015 and 2019, found that it contributed around £180 million annually to the UK economy, with £91 million going to the Richmond and Hounslow boroughs, while employing the equivalent of 2,870 full-time staff per year, including event day personnel.

Cohen also highlighted the venue’s history of successfully hosting non-rugby events, such as concerts by Depeche Mode, The Rolling Stones, and Lady Gaga. However, in recent years, international stars have opted for other venues that can accommodate more events, on more flexible dates, with larger audiences. As a result, our ability to continue contributing to the national and local economy is limited, he added.

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Increased revenue will enable expansion

Hosting more events is also crucial for allowing further investments in Allianz Stadium, including a comprehensive redevelopment. We appreciate the impact the stadium has on local residents and businesses, which is why we want to gather their opinions to ensure we can improve the matchday experience while also finding ways to collaborate with the local community so the redeveloped stadium can benefit local residents.

The consultation process is part of a broader RFU plan to ensure the stadium remains modern and fit for purpose. A 10-year strategic plan, assessing what work can be done at the current stadium site, is expected to be presented to the RFU board next year.