ENGLISH RUGBY union side Saracens have joined forces with German financial services provider Allianz in a six-year, £8 million sponsorship deal.
Under the terms of the deal, the London side’s new £20 million stadium in Hendon will be renamed the Allianz Park.
It is the latest in an ongoing naming rights strategy for Allianz, who already sponsor the Allianz Arena (FC Bayern Munich and TSV 1860 Munich), the Allianz Stadium (Sydney Roosters, NSW Waratahs and Sydney FC) and the Allianz Riviera Stadium (OGC Nice) in their so-called Allianz Family of Stadiums.
As well as using the title sponsorships to improve exposure in domestic markets, the flagship Allianz Arena became the focal point of the international media after hosting European club football’s richest game in May, the Champions League Final between Chelsea and FC Bayern Munich.
Allianz will also become Saracen’s main club sponsor, with their logo appearing on the 2012/13 kit.
When the deal was first mooted, it was thought that Aviva, fellow insurer and title sponsor of the league Saracens play in, may want to try to block any move to bring a rival into their brand space.
However, this was neatly sidestepped by the fact the two companies dabble in different parts of the insurance sector, with Aviva focusing on personal and Allianz geared towards corporate business.
The deal goes some way towards paying off the cost of the new stadium, based at the site of the old Barnet Copthall Stadium.