Juventus agree stadium naming rights deal with Allianz

From next month Juventus's home will be named the Allianz Stadium

Italian champions Juventus have announced a six-year stadium naming the rights deal with Allianz.

The Serie A club struck an agreement with the German insurance company and Lagardere Sports, which is the holder of the venue's naming rights, to rename their 41,500-seater stadium the 'Allianz Stadium' from 1 July 2017 until 2023.

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

“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," Ricci added.

Sergio Balbinot, a member of the Allianz board of management, described the new partnership as a “natural meeting point between a structure of excellence and a brand like Allianz".

He said: “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."

The announcement comes on the eve of the Turin-based club facing Real Madrid in what will be their second Champions League final in two-years, an impressive feat for a club who 10 years ago were on their knees and fighting their way through the second tier of Italian football following a match-fixing scandal.

Allianz’s arrival will coincide with the launch of the club’s new brand image which sees it adopt a new badge. From the start of next season Juventus’ famous vertical black and white stripes inside an oval crest will be replaced with a monochrome 'J' inside half a white shield.

The deal with Juventus builds on Allianz's exisiting stadium naming rights deals which include Bayern Munich's Allianz Arena, Nice's Allianz Riviera, Sydney's Allianz Stadium, Allianz Park in London, Allianz Parque in Sao Paulo and Allianz Stadion in Vienna.

The brand has also increased its sports sponsorship portfolio by partnering with Formula E and The Drone Racing League (DRL).

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.