London Legacy Development Corporation

Allianz appears poised to take on the naming rights to the London Stadium, home ground of West Ham United and former main stadium of the London 2012 Olympics. SportBusiness Sponsorship asks four sponsorship professionals why the asset has taken so long to sell.

German insurance and financial services giant Allianz is in pole position to end the long-running search for a naming sponsor for the London Stadium, the main venue for the London 2012 Olympics and the current home of Premier League side West Ham United.

Lyn Garner, chief executive of the London Legacy Development Corporation (LLDC), which owns London Stadium, has said that the venue’s main tenant, West Ham United, would be able to pursue a naming-rights d…