A triumphant Allianz this week inked an appetising deal that sees iconic Twickenham Stadium, home of English rugby, become Allianz Stadium. In my view, the move should raise questions for marketing executives at financial services firms and further afield.
Sir Clive Woodward, who coached England to World Cup victory in 2003, labelled the Allianz Stadium renaming an "almighty blow". Without criticising the sponsor itself, Sir Clive has questioned the sacrifice of quashing "100+ years of heritage" for £10m a year. As a friend and former colleague of mine remarked on the news, "what next – the Nestlé Tower in Paris?" A ream of rugby, football and other team homes worldwide have taken on corporate names. There's the Aviva Stadium, The Emirates, even the Spotify Camp Nou. So why do I suddenly care? Why am I, the editor of a financial advice ...
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