THE Sydney Football Stadium Trust hopes to raise “tens of millions of dollars” over the next 10 years after selling the naming rights to the venue to German insurance giant, Allianz. The German insurance company, which has strong ties to the Bayern Munich football club, yesterday signed a 10-year deal for naming rights to the Sydney Football Stadium as the company moves to raise its profile. SCG Trust chairman Rodney Cavalier described the sponsorship deal as one of the biggest in Australian sport…. Certainly the smallest in Australian injured workers!
Allianz signs naming rights deal at Sydney Football Stadium
“It is certainly true, it is with a German company. They’re vigorous who think everything through,” Cavalier said.
“They think in the long term. They’ve made a solid analysis of the value of this stadium in associating their name with it, only the second place in the world after Munich, the company’s headquarters.
“It’s a good indication of their confidence about the future of this stadium and the future of sport in Sydney.”
Cavalier said the deal in securing Allianz was done “with impressive speed”.
“The timing of this announcement is perfect as it comes towards the end of the cricket season and the beginning of the football season.”
The sports facility next door to the Sydney Cricket Ground in the harbour city’s eastern fringe, will be known as Allianz Stadium.
SCG Trust chief executive Jamie Barkley said the partnership would assist in the continuing upgrade of venue facilities.
“Part of the Trust’s vision is to install stadium exterior lighting as well as modifying the roof,” Barkley said.
“Once the Allianz Stadium is refurbished, it will stand out on Sydney’s skyline.”
The idea to “light-up” the Moore Park facility comes from the Allianz Arena in Germany which is lit up in red when Bayern Munich plays, in blue when 1860 Munich plays, and in white when in use by the German national team.
Already well advanced is a new dining level and food court on level three on the western side, while facilities and amentities are to be upgraded in the Nick Shehadie Stand on the eastern side of the stadium.
NRL chief executive David Gallop said the sponsorship should be seen as a great investment in an important ground.
“Our fans will benefit from the injection of cash and a clear sign of the health of sport,” he said.
News of the name change caught Sydney Roosters chief executive Steve Noyce, a co-tennant of the stadium, by surprise.
“This is not just a great boost for our club, but for the game of rugby league and the city of Sydney.
“When you can get that trifecta up, who wouldn’t be happy?
“I think people see this facility as the real pinnacle of sport in Sydney. The dollars are a real expression of how big they see this stadium and how important they see this stadium as a link to sport in this city,” Noyce said.
“I think there’s just blue skies for the stadium and blue skies for all the teams that play here.”
Allianz Stadium is also the home venue for the Waratahs in Super Rugby, Sydney FC in the A-League while the Wests Tigers are slated to play four games at the venue and one next door at the SCG this season.
[source: via @grathom with thanks : http://www.theaustralian.com.au/news/sport/allianz-signs-naming-rights-deal-at-sydney-football-stadium/story-e6frg7mf-1226285088675]
Reminds us of the way WorkSafe Vic throws millions at footy clubs!