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Allianz extends Juventus stadium naming-rights deal

Italian Serie A football club Juventus has renewed its wide-ranging partnership with Allianz, through which the German financial services company will retain naming rights to Allianz Stadium.

The new long-term deal runs from July 1, 2023 until June 30, 2030 and also grants Allianz brand exposure on Juventus’ training kit. Allianz will also sponsor Juventus’ women’s team as part of the agreement.

Juventus confirmed that the deal would be worth €103.1m (£86.4m/$112m), which will be added on top of existing agreements.

Giorgio Ricci, Juventus’ chief revenue officer, said: “We are very happy to have expanded our partnership with Allianz, one of the most active global brands in the professional sport industry.

“This agreement, which defines a wider perimeter of rights, will be visible every day on the training field and during match days, and it will also allow us to say with certainty that our stadium will be an Allianz venue until 30 June, 2030.”

Allianz landed naming rights to the previously-named Juventus Stadium in June 2017. The ground had been known as Juventus Stadium since opening in 2011.

The company holds naming rights to a number of other venues around the world, including Bayern Munich’s Allianz Arena, Minnesota’s Allianz Field, London’s Allianz Park, Nice’s Allianz Riviera, Allianz Parque in São Paulo and Allianz Stadion in Vienna.

Reports have suggested that Allianz is set to end its sponsorship of English Premiership rugby union club Saracens, which would see it relinquish naming rights to the team’s Allianz Park stadium.

Image: Juventus