Juventus have confirmed that they have signed an agreement with Allianz and Lagardère Sports, holders of their stadium’s naming rights, to rename the Juventus Stadium the Allianz Stadium, effective 1st July, 2017.
The agreement lasts for six seasons, starting from 2017/18 and running through to the end of the 2022/23 campaign, and sees Juventus join the Allianz Family of Stadiums first created in 2005. This group of stadiums includes Munich’s Allianz Arena, Sydney’s Allianz Stadium, Allianz Park in London, Nice’s Allianz Riviera, Allianz Parque in Sao Paulo and Allianz Stadion in Vienna.
“It’s with great pleasure that we welcome Allianz into our family of partners for a deal as special as this one – the naming of our home,” declared Giorgio Ricci, Co-Chief Revenue Officer and Head of Global Partnerships and Corporate Revenues at Juventus.
“The arrival of a global giant in the insurance sector such as Allianz is further testament to how Juventus has established itself as a first-class international institution, whilst enriching a stadium that has played a significant role, since its inauguration in 2011, to creating history with six legendary Scudetto titles celebrated within its walls.
“Our ambition and objective is to collaborate with Allianz for the benefit of our supporters, just as with the other partners who have helped transform the stadium into a theatre, ensuring that each match is a show of entertainment and a welcoming place for families.”
Allianz Stadium: details of the agreement
Once clearance has been granted to the naming rights agreement, Allianz will be able to personalise the facility with signage reading “Allianz Stadium” on the north-east and south-east corners of the ground, as well as the main entrance and signage inside the stadium itself. The Allianz Stadium logo will be visible inside the stadium on the north, south and east sides of the ground for television broadcasts, as well as on a number of other entry and access points to the stands.
The agreement isn’t likely to have a significant impact on Juventus’ financial situation: Calcio e Finanza understands that the agreement signed between Allianz and Lagardère Sports is worth €3 million a season. Juventus will not be entitled to this revenue, and instead it will be paid directly to Lagardère Sports, who held the rights to the stadium’s name.
“As Allianz we are particularly satisfied with the partnership around this wonderful stadium, which is one of the established hubs of world football,” announcted Sergio Balbinot, member of the Board of Management of Allianz SE, with responsibility over Italy, West & Southern Europe, the Middle East and Africa.
“In this structure, unique in Italy, Juventus, a team that can boast an extraordinary series of successes and primary international visibility, plays against all the most important Italian and foreign teams, which are followed, live in the stadium and live on TV, by millions of fans from all over the world. Allianz, on its part, is a major global player in the insurance and asset management business, with over 86 million clients in more than 70 countries and a well-recognized and highly regarded brand. The Allianz Stadium in Turin, therefore, is the natural meeting point between such a structure of excellence and a brand like Allianz.”
“We are very proud to have reached this agreement between two such prestigious international brands in Juventus and Allianz,” added Lagardère Sports and Entertainment CEO Andrew Georgiou. “As a result, Allianz will be able to move closer to millions of Juve fans around the world.”