Allianz bags Juventus Stadium naming rights


The stadium of the Italian record-breaking champions, Juventus FC, will be called “Allianz Stadium” as of the upcoming season. This agreement was made between the club, the Allianz insurance company and the Lagardère Sports Group, which currently holds the naming rights to the arena, say media reports.

Allianz will own the naming rights from July 1, 2017 to June 30, 2023. International media outlets report that the naming rights to the 41,500 seater stadium will cost the insurance company EUR 3 million each year.

The sports venue, currently known as “Juventus Stadium”, will be the seventh stadium in the Allianz family. Italian soccer champions Juventus have sold the naming rights to their home stadium to Allianz.

The Turin-based club, who won a sixth straight Serie A title last weekend, have signed a six-year deal with the global insurance giant and with Lagardère Sports and Entertainment, which agreed a €75 million deal to take ownership of the naming rights to the venue in 2011 through its now-defunct Sportfive agency.

Completed ahead of the 2011/12 season, the 41,500-seater stadium will change its name from the Juventus Stadium to the Allianz Stadium of Turin from 1st July 2017. Allianz branding will be installed around the building ahead of the switch.

Allianz has already put its name to a number of other major soccer and sports facilities, including Bayern Munich’s Allianz Arena, Sydney’s Allianz Stadium, the Allianz Park Rugby Union venue in London, Nice’s Allianz Riviera, Allianz Parque in Sao Paulo and Allianz Stadion in Vienna.

“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.”

Sergio Balbinot, a member of the Allianz board of management, added: “As Allianz we are particularly satisfied with the partnership around this wonderful stadium, which is one of the established hubs of world soccer. 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-recognised 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.”