Euro 2024 Football Kits
Get Now

West Ham Stadium to Be Named Allianz

The owners of West Ham Stadium have reached an agreement with Allianz over the naming rights to London Stadium, home ground of West Ham United and former main stadium of the London 2012 Olympics, according to Sport Business.

West Ham stadium owners in advanced talks to rename ground as Allianz eye sponsorship deal

After a lengthy search for sponsors, insurance giant Allianz are close to agreeing to a long-awaited naming rights deal with the owner of West Ham's London Stadium, which is expected to be worth more than £4m.

"Allianz Stadium London" would be a good fit

The new name of the London Stadium is not known, but "Allianz Stadium London" would be a good fit.

Under the concession agreement with West Ham, a stadium-only sponsorship deal would have to exceed £4 million before the club would receive a cut of the revenue. Anything above this figure will be shared 50-50 between the LLDC and the club.

Final discussions between the London Legacy Development Corporation (LLDC) and Allianz are ongoing. Allianz are in the process of finalizing a direct secured agreement with LLDC.

Allianz are probably the world’s most prominent stadium sponsor, having also secured long-term agreements with Bayern Munich, Juventus, OGC Nice, Rapid Wien, and Minnesota United FC.

Aside from West Ham, there has been Major League Baseball at the London Stadium in recent years while the wider Olympic Park’s commercial appeal has increased significantly with the likes of Sadler’s Wells, the BBC, and the V&A announcing new venues in Stratford.

Clever strategy? What do you think of Allianz's strategy to sponsor stadiums in various countries? Comment below.