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OFFICIAL: Juventus Stadium will be renamed Allianz Stadium

June 1, 2017

Juve have confirmed that the Juventus Stadium will be renamed Allianz Stadium as of July 1st.

The new stadium was completed in 2011 and the naming rights were sold directly to Sportfive for €75m – Since then, the ground has been referred to as the Juventus Stadium, however the Bianconeri have confirmed that a sponsor has been found.

A statement on the clubs official website confirmed the specifics of the new deal which will see the name change to the Allianz Stadium:

Starting on 1 July 2017, the stadium will be known as the Allianz Stadium of Turin for six seasons until 30 June 2023, joining the Allianz Family of Stadiums first created in 2005 which features 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.

“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,” declared Giorgio Ricci, Co-Chief Revenue Officer and Head of Global Partnerships and Corporate Revenues at Juventus.

“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.”

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  • BelgianJuventino

    I just read this too, but does it mean Allianz will pay extra for the naming rights to Juventus or is it part of the original deal?

    “The new stadium was completed in 2011 and the naming rights were sold directly to Sportfive for €75m – Since then, the ground has been referred to as the Juventus Stadium, however the Bianconeri have confirmed that a sponsor has been found.”

    Sounds like a ‘new’ deal, but it makes no mention of payments.

    Anyone who can shed some light on this for me?

    In any case, I don’t mind the name too much, I would have preferred something that has a link with Juventus (Del Piero Arena anyone?), but if it comes to a brand, Allianz isn’t the worst.

    • Jas

      Juventus sold the rights to sports five for $75 million to raise funds in order to build the stadium. Sports five in turn just resold the rights with a markup to Allianz. I don’t think we stand to make anything from the resale, maybe a small percentage. Once Allianz contract ends at 2023 we will be able to resell the rights yet again or extend for a new lump sum. This is a good way to raise money, every other league is doing it, but only three teams in serie a.

      • BelgianJuventino

        Thanks Jas!

      • Sebastián Quiceno

        Very insightful on your part. thanks for making it clear.

      • Only surprise, is that it has taken them this long to decide upon a sponsor…Maybe Allianz were in the background for a while, waiting to see if our resurgence was to be maintained. Regardless, the news is more positive than negative. I care little for the name, and it is another step towards the club receiving recognition from commercial sectors for their success on and off the field…

        • brotherfranciz

          I’m guessing the sponsor naming delay is to do with waiting for the highest market value for the stadium naming rights: based off what Jas is saying, sounds like Sportfive had a 6-season naming deal to sell on, so now would probably be close to the highest market value and yet most attractive/tempting to potential sponsors due to Juve’s projected rise in the next 6 seasons.

          • They paid for 12 years naming rights, from the 11/12 season to the the end of the 22/23 season. This was 75m. They could have sold on the naming rights in 2011/12…

            However there is more to the 75m deal than solely the naming rights of the stadium. Marketing of VIP seats and other areas of the stadium are also part of that deal. So the 18m, which looks a shocking return on 75m, is likely much higher.

            As for the reasons of taking this long to sell the naming rights…Never mind now, it was cool to have J Stadium for a while!

  • Storm

    Friend 1 (driver): Ready for the game boys?
    Friend 2-4: Yeah!!!! God damn right we are ready.
    Friend 1: Friend 2, put in the coordinates for Allianz!
    Friend 2: All done, Allians here we come!

    6 hours later….

    Friend 1: You put the coordinates in for Allianz right?
    Friend 2: Sure did
    Friend 3: But we are in Germany
    Friend 4: Really? Friend 2 do you know the difference between Allianz Arena and Allianz Stadium?
    Friend 2: There are two?

    Just my prediction, that in a not to distant future, this will be real news.

    • ho Hi

      you made me laughed,thank you.

  • Peter

    I don’t like sold stadium names. They’re lame.

    • Sebastián Quiceno

      I get you pal sure the name is (nothing more boring than an insurance company), but the dough is not!

  • Interworld212

    For çalcio lovers https://chat.whatsapp.com/BVfwPlVmgkK9KXnGviNqTl very interesting group

  • Gerald Quinn

    isn’t Byern munich’s stadium called Allianz arena? name is to similar if u ask me