Former England manager Clive Woodward has given his verdict on the naming rights deal that will see Twickenham rebranded as the Allianz Stadium for at least the next 10 years. It was on Monday evening that the RFU caught the rugby world off guard. A £10m annual budget has been invested, including the cost of changing the name of the home of English rugby from September 1.
The stadium, which now has a capacity of 82,000, opened in 1909 and now funds both elite and grassroots levels of the sport through its first naming rights agreement.
RFU chief executive Bill Sweeney defended the deal on Tuesday, explaining that rugby is facing serious financial difficulties, but Woodward has now joined the chorus of criticism, expressing his displeasure at the name change which would see Twickenham completely stripped of the title.
Sportsmail columnist Woodward, who led England to victory in the 2003 Rugby World Cup in Australia, has republished his rights deal column on LinkedIn, concluding that Allianz’s deal with the RFU does nothing to resolve the club’s current financial difficulties and that it is “deeply sad” that the Twickenham name has been removed from the stadium.
In a widely commented post, Woodward said: “In this wonderful summer of sport, the decision to rename Twickenham to the Allianz Stadium is a massive blow. The reason is obvious – it’s money.
“The RFU desperately needs cash to support the community game, fund elite player contracts, support the women’s game and mobilise the Rugby Sevens programme to win Olympic gold. It is needed to lead England’s age-group teams, train coaches and support players.
“Steve Borthwick’s England have shown great promise in the latter stages of this season, but English rugby and the RFU are lagging behind in world rugby and when compared to other domestic and global sports.
“The RFU Board sold their soul by changing the name of this historic stadium. Many, myself included, question why and how this happened. As an England player you are the guardian of the shirt, you have a responsibility to fill it with pride and put it in a better place. That also applies to the manager and the RFU Board. Will the Board reflect on whether replacing Twickenham with the Allianz Stadium is their legacy?
“I take no comfort in the fact that Ireland, Wales and Scotland have sold their stadium naming rights. England should not be proud. All sports have faced difficulties since Covid. Australia already has the Allianz Stadium, so we are not unique!
“Some people say the name means nothing, but Twickenham represents a heritage that goes back more than 100 years. Those who doubt this are labelled ‘traditionalists’ by the RFU, which is cheap and no different from Will Carling calling people ‘old blokes’ a few years ago.
“During my tenure, Twickenham was a fortress. We challenged the world and showed the fans rugby they had never experienced before. It meant everything to us. When I fly over West London I miss Twickenham and still get goosebumps. Many people feel the same way, whether they are playing for England or cheering at the stadium.
“It’s impressive how much money Wimbledon makes every year. They didn’t sell the naming rights for the Championships or Centre Court, and they know the brand value that Wimbledon represents. Can you imagine Novak Djokovic and Carlos Alcaraz playing on the Allianz Centre Court?
“How will Scotty Scheffler feel when he arrives at Allianz Augusta? Would you rather see the Ashes’ first ball at Allianz Road? Or would you rather see England at Allianz Wembley? That’s not a disparagement of Allianz in any way. It’s the people who support sport around the world.
“The RFU must now speak out about where their new-found money is going. How much does £10m a year go to? On the surface it doesn’t seem like much. Will it revive the atmosphere at Twickenham and turn fans’ eyes away from the next cup and towards the stadium?
“And what about the Olympics? Team GB failed to field a men’s sevens team in Paris and the women’s players did not have full-time contracts. The RFU board missed their chance. Let’s hope some of the Allianz money goes to that.
“The RFU needs to get England back to the pinnacle of world rugby. It takes money, but this naming rights deal is not a panacea. It is a very sad and heartbreaking day to see Twickenham completely removed from the game.”
