West Ham Stadium to Be Named Allianz
- Naming Rights Deal: Allianz has reached an agreement with the owners of West Ham's London Stadium for naming rights, potentially called "Allianz Stadium London."
- Financial Agreement: The deal is expected to be worth over £4 million, with revenue above that split 50-50 between the LLDC and West Ham.
- Allianz's Sponsorship Strategy: Allianz is a major stadium sponsor globally, with agreements across multiple countries.
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.
Vintage Football Shirts
from Cult Kits
1988/90 Umbro #1 GK Template Shirt (L)
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1997 Garcis Template GK Shirt (M)
2016/17 Chelsea Hazard #10 Away Shirt (XL) Adidas
1990 Adidas GK Template Shirt (M)
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2002/04 Spain De Pedro #11 Away Shirt (L) Adidas
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Update - Friday, May 22, 2026: Thanks to our follower @Julifu90, we have an image of the t-shirt of the Adidas Germany EQT 1992 retro collection. It is set to be released in the coming days.
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The same jacket will also be released for Spain and other Adidas national teams.
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