The Rugby Football Union has taken the controversial decision to change the name of the home of English rugby after signing a naming rights deal with Allianz.
From September, the venue currently known as Twickenham Stadium will be called Allianz Stadium.
The decision to align with the world-leading insurance company in a lucrative financial deal sees England join their rivals Wales, Ireland and Scotland who have all partnered with sponsors on the name of their home grounds.
But the RFU’s move to remove the word Twickenham entirely from their new stadium name immediately caused uproar in some quarters given it is synonymous with English rugby.
RFU chief executive Bill Sweeney said: ‘We’re really pleased to be expanding our partnership with Allianz, enabling further investment into the community and professional game.
‘This is an opportunity to celebrate our stadium’s proud legacy while developing it for the future. This partnership will support us in moving the game in a direction which serves all rugby, from minis to the elites, from club coaches to our national coaches and everything in between.
‘Over the coming years the RFU and Allianz will work together to enhance visitor experiences and provide fans and local community with the best possible match day and event experiences.
‘As we head towards hosting the Women’s Rugby World Cup in 2025, it is entirely fitting the first game to be played at the newly named Allianz Stadium will be the Red Roses versus New Zealand on September 14.’
Allianz has been a long-term partner of the RFU for the past four years and their fresh investment into English rugby’s governing body will see them launch a new fund which will benefit the grassroots game.
It also comes at a time when all of rugby’s major unions are struggling financially.
