Opened: 2 October 1909
Location: Whitton Road, Twickenham, TW2 7BA
Primary Sport: Rugby
Home to: England Rugby
RFU Sponsorship Revenue: $38.54 million (Source: RFU Annual Report 2017-2018)
Sponsors: Bollinger, British Airways, Britvic, Guinness and IBM
Twickenham Stadium is one of the most iconic British sporting venues. Situated in south west London, the stadium plays host to the English national rugby team, even housing the national sports federation, the RFU.
With a potential seating capacity of 82,000, Twickenham is able to call itself the largest dedicated rugby union venue in the world and the fourth largest stadium in Europe. The stadium has housed some of the greatest moments in the sports history, with the 1991 and 2015 Rugby World Cup Final, as well as a number of other competition matches including the French triumph over New Zealand in the 1999 tournament, widely considered one of the best Rugby matches of all time.
Whilst the sporting theatre primarily hosts International Rugby Union matches, in recent years it has branched out to play host to the Oxford vs Cambridge Varsity Rugby match and the Premiership Rugby final. In 2016, Twickenham also joined Wembley in hosting a London NFL game between the Los Angeles Rams and New York Giants. The stadium has also been the venue for a number of concerts in recent decades, staging performances by Rihanna, the Rolling Stones, Beyoncé and U2.
The recent collaboration with British Airways, signed in 2018, has seen the airline brand named the first principal partner of the stadium. The exclusive marketing agreements in place will see the airlines branding dotted around the stadium including a feature on the structures roof. The partnership is expected to work on improving the digital experience at the stadium, with plans to launch a new stadium app and e-ticketing solution. Following the recent redevelopment of the East Stand, the top floor facility will also have a change of name, to the British Airways Rose Garden.
Twickenham retains a number of sponsorship deals with beverage brands, including Bollinger, Britvic and Guinness. The partnership with champagne brand Bollinger has seen the stadium serving the sparkling wine for over ten years, with availability in the boxes and bars and a branded tent featured in the car park. Guinness remains the official responsible drinking partner of England Rugby, as the brand looks to solidify its strong ties with the sport as a whole, and runs a branded surge bar in the wet fan village. Finally, Britvic signed a four-year contract with the RFU in November 2016 to become the official soft drink supplier, with its Pepsi, J20, Drench and Ballygowan water brands available.
IBM acts as the stadiums official technology partner. The brand is committed to providing the best possible individual experiences in following the efforts of the national rugby teams.
The name Twickenham holds strong sentiment and attachment to the national sport of English Rugby and as such has avoided selling its naming rights deals like many other national stadiums. The RFU, however has in recent years admitted its growing interest in the idea, with former Chief Executive Steve Brown, in 2017, refusing to rule out the possibility of a future deal.
TIMELINE – Selected Announcements:
|2018||RFU signs partnership with British Airways|
|2018||RFU renews deal with IBM|
|2017||RFU renews partnership with Guinness|
|2016||RFU renews sponsorship deal with Bollinger|
|2016||RFU names Britvic its official soft drinks supplier|