Twickenham is no more as Allianz takes over naming rights?!?! I'm sorry but this is possibly one of the worst sponsorship decisions I've ever seen, even (more so!) for Allianz!
Twickenham is iconic: "HQ", "the home of rugby", it's the world's biggest rugby stadium, a historic ground that goes back well over 100 years. It's a name known not just throughout English or even world rugby, but throughout the population. A day at Twickenham is an experience that appeals to casual sports fans and even those who aren't into sport. There's endless invaluable brand value and recognition tied up in that. There are numerous Allianz stadiums already.
Rugby desperately needs to bring corporate money in to save the sport we love, as it struggles more than ever with financial pressures. But a corporation having the arrogance to use that desperation to insist on erasing a name that is at the heart of English rugby really feels like holding the RFU over a barrel.
It screams disrespect and feels grubby from Allianz Insurance. The arrogance and short-sightedness of "our terms or stick it" aggression (which feels like it's not doing much to rehabilitate the perception of the finance sector either).
I know brands need to feel they're getting the max ROI for their money. However, I would have liked to have thought a company of Allianz 's size and experience in sports sponsorship would have a little more imagination and PR sense in how to do that appropriately, understanding the culture of the sport you are shoehorning yourself into.
Obviously no one will ever ever ever use the phrase "Allianz stadium", apart from the media who will be contractually obliged to (and no doubt will be washing their mouths out with bleach immediately afterwards) so it's hard to really see what they're gaining from kicking off a major sponsorship deal by having hundreds of thousands of fans hating them.
I'm not against naming rights in sport at all - it's been an essential lifeline for many clubs across different sports - but it needs to respect the history of the ground when that's significant. In those circumstances, adding a brand name onto an existing name, at most.
"Allianz Twickenham" would have worked better and even given extra value to Allianz through the direct word association with the Twickenham brand qualities - history, credibility, quality.
It's ironic that Allianz, while claiming to have the community and grassroots of rugby as it's priority, is demonstrating that it actually has no understanding or respect for the game at all and a focus on nothing but their leadership's ego.
There was an opportunity here for Allianz to be praised as a saviour of English rugby, instead, I'm seeing rugby fans saying "anyone but Allianz" as a result of this. What a way to make sure your big deal gets tackled to the ground before it's anywhere near the try line!
#sponsorship #sport #sportsponsorship #Twickenham #Allianz #AllianzInsurance England Rugby
We’re delighted to announce that the home of England Rugby, Twickenham, will become Allianz Stadium in September!
This marks the next chapter of our partnership with England Rugby and will see significant investment into the game at all levels, including the brand new Allianz Future Fund, offering grants to community rugby clubs across the country.
The partnership will be transformative, not only to the elite men’s and women’s teams but will also offer significant support to the grassroots game.
We can’t wait for kick off!
Read more: https://bit.ly/46vcPcF
#AllianzStadium 🏉 🏟️
Director | Brisbane 2032 Olympic and Paralympic Games Organising Committee.
1moTruly honored to be featured, Athletic Ventures! It's inspiring to see the support and recognition for athletes who aspire to their dreams. I'm thrilled to work with so many driven individuals in shaping the future of Australian sports.