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Allianz adds Juventus Stadium to naming-rights portfolio

Juventus has signed a deal with Allianz that will see the German financial services company add the Italian Serie A football club’s stadium to its portfolio of naming-rights deals.

The Turin giant’s home has been known as Juventus Stadium since it opened in September 2011, but now will be renamed Allianz Stadium under the deal signed between the club, the company and the Lagardère Sports agency, holders of the facility’s naming rights.

Starting on July 1, the stadium will be known as the Allianz Stadium of Turin for six seasons until June 30, 2023, joining the Allianz family of stadiums which include 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.

Giorgio Ricci, co-chief revenue officer and head of global partnerships and corporate revenues at Juventus, said: “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.”

Through the naming-rights agreement, once clearance has been given, Allianz will be able to personalise the facility with signage reading ‘Allianz Stadium’ on the north-east and south-east corners of the venue, as well as the main entrance and signage inside the ground.

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.

Financial terms of the deal were not disclosed, but Italian newspaper Il Sole 24 Ore noted that a 2008 agreement signed between Juventus and the Sportfive agency for management of the naming rights was worth €75m ($82.3m).

The Sportfive brand has since been phased out, with Lagardère’s sports-rights agencies falling under the Lagardère Sports brand. The end of the Allianz contract also coincides with the conclusion of the Lagardère Sports partnership, leaving Juventus free to directly manage the naming rights.