RFU considers selling Twickenham naming rights

Rugby Football Union (RFU) is reportedly considering selling the naming rights to Twickenham stadium, a move that could generate millions for the organisation ahead of the Rugby World Cup in 2015.

Rugby Football Union chiefs are said to be open to the idea of selling the naming rights to the home of English rugby.

Rugby Union chiefs are prepared to sign a high-profile sponsor for the stadium as they look to boost commercial revenues ahead of the next Rugby World Cup in England.

Any deal for the naming rights to Twickenham, which will host the World Cup’s final, will result in the sponsor’s branding being banned during the World Cup because of rules excluding advertising from rival sponsors within tournament venues.

The deal would see the sponsor join the RFU’s current roster of commercial partners including O2, QBE, SSE, Lucozade Sport and Maximuscle.

Several Premier League clubs have sold their naming right to sponsors in recent years as a way of boosting their commercial revenues. However the strategy has been adopted less in rugby. Earlier this year, German financial firm Allianz became Rugby Union club Saracen’s naming rights partner.

The reports come just weeks after Rugby union club Harlequins announced that will make commercial revenues its main source of income in a bid to exploit the increased interest in rugby hosting the World Cup is expected to generate.

After this article was published a spokeswoman refused to rule out the possibility of the venue’s naming rights being sold ahead of the tournament, but told Marketing Week that there are “no current or future plans to sell naming rights to the stadium.”


Marketing Week cover

Marketing Week unveils first total audience measure

Branwell Johnson

Marketing Week has a total weekly audience reach of 131, 283 across online and print, according to its first PwC LLP independently assured certificate of measurement. Publisher of the magazine, Centaur Media, is the first major B2B publisher to introduce a total audience measure across all its key markets. The methodology adds up total magazine […]


    Leave a comment