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  • Mitre June 17

Allianz transfer football stadium sponsorship model to Rugby

Football News 24/7
Allianz, one of the leading financial services providers worldwide and Saracens rugby club have entered into a long-term partnership agreement that represents a landmark for club rugby in England. Allianz will become the main club sponsor and the innovative north London club’s new home ground in Hendon will be named Allianz Park.

Clement B. Booth, Member of the Board of Management, Allianz Group said: 

“Saracens and Allianz are an excellent fit and I am excited about the potential the partnership brings for us both. For example, the club shares Allianz’s strong corporate social responsibility ethos. The work Saracens does with the local community is particularly impressive.”

Booth added:

“Sport is an international language that brings together people from all walks of life. This is why Allianz is heavily involved in sport sponsorship around the world. Allianz Park is the latest member in the worldwide Allianz Family of Stadiums joining the Allianz Arena in our company’s home town of Munich, the Allianz Stadium in Sydney and the Allianz Riviera stadium in Nice.

“I am convinced that this partnership of all major Allianz entities in the UK will certainly help to raise Allianz’ profile and brand recognition in the UK. There is also a strong emotional aspect to being the naming rights partner of a sport stadium – for a non-tangible brand like Allianz, it quickly becomes the “home of the brand” and a place of corporate pride for our employees.”

Nigel Wray, chairman of Saracens, said: “We are delighted to welcome Allianz as a long-term partner not only because they are a company with an outstanding international reputation, but also because they are an organisation which shares our core values and principles. Over the past three years, the club has made outstanding progress in terms of team performance on the field, building a strong global profile and securing a home ground. We are now starting to realise our commercial potential. This deal represents a massive step forward for Saracens.”

Saracens are established as one of the leading professional rugby clubs in England, having reached the Premiership play-offs in each of the past three seasons, becoming champions in 2011. Last season, Saracens were the only English club to reach the knock-out stages of the Heineken Cup, and the squad has been strengthened by the signing of England winger, Chris Ashton and Springbok, Alistair Hargreaves.

Allianz Park, hitherto known as the Copthall stadium, will become a unique venue for Premiership rugby, athletics and community sport. Incorporating an artificial turf pitch and an indoor training area, the new stadium will become a genuine community sports hub, used every day of the year and made available free of charge to local schools.

On Saracens match days, Allianz Park will combine the very latest technology in giant screens, sound systems and wireless technology with a traditional warm rugby welcome to create one of the most comfortable and spectator-friendly stadiums in European rugby.

The Allianz Group supports top-class sporting events at both the national and international levels. For example The Allianz Arena is Germany’s best-known football stadium and recently hosted the European Champions League final between FC Bayern Munich and Chelsea. Allianz has been partner to this stadium since its opening in 2005, and is proud that the venue is extremely modern, both from a customer-friendliness and safety point of view. There are special support systems for people in a wheelchair or for blind fans.

In February 2012, the Sydney Football Stadium was officially renamed Allianz Stadium. The stadium is an internationally recognised sports and entertainment facility which caters for hundreds of thousands of spectators who come to see Rugby League, Rugby Union, Football and concerts.

On 23 July 2012, it was announced that the future sports stadium in Nice will be called the Allianz Riviera. The stadium will have a 45,000-seat capacity in concert layout and will host several matches in the Euro 2016 championships. The stadium will also offer an extensive and varied program with sporting and cultural events, concerts and shows and will be home to the National Sports Museum.

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