West Ham nears £20 million stadium sponsorship deal with Allianz or Stage Front

LONDON – West Ham United is on the brink of securing a significant sponsorship deal for the naming rights of their home ground, potentially rebranding the London Stadium. The club, which moved from Upton Park eight years ago, is in advanced discussions with insurance giant Allianz (ETR:) and entertainment company Stage Front for a deal worth around £20 million.

The move comes after previous sponsorship talks with Vodafone (NASDAQ:) fell apart. If successful, the new partnership would provide substantial financial relief for West Ham by contributing towards the annual £2.5 million rent they pay to the London Legacy Development Corporation (LLDC). According to SportBusiness, Allianz is especially keen to increase its presence in the Premier League after a failed bid to secure naming rights with Chelsea, demonstrating their commitment to expanding their brand visibility within English football.

Allianz is already well-known in the sports world through its associations with top football clubs like Bayern Munich and Juventus. The potential deal with West Ham would see LLDC receiving £4 million from the agreement, with additional profits being shared, offering a lucrative opportunity for both the club and the corporation. West Ham’s partnership with E20 Stadium LLP, which operates alongside the club, ensures that any financial benefits from such deals will support their obligations and endeavors in their Olympic venue at London Stadium.

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