Italian Serie A football club Juventus has today (Thursday) announced that German financial services company Allianz has taken on naming rights to its home stadium.

The ground, which has been known as the Juventus Stadium since opening in 2011, will be known as the Allianz Stadium from July 1.

Allianz has agreed a six-season deal with Juventus for the rights. The agreement, which was brokered by the Lagardère Sports agency, will run until June 30, 2023.

Relevant signage will soon be added to the northeast and southeast corners of the ground, as well as the main entrance. Allianz will also be promoted inside the ground.

“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.

“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.”

The deal adds to Allianz’s portfolio of venues across the world. The company also sponsors the Allianz Arena in Munich, Sydney’s Allianz Stadium, London’s Allianz Park, Nice’s Allianz Riviera, Allianz Parque in Sao Paulo and Allianz Stadion in Vienna.

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