Allianz dream run on in naming rights deals

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Nice and Allianz renew partnership Image: Allianz France

The German financial services company Allianz has agreed to a nine-year extension to its stadium naming rights deal with French Ligue 1 football club OGC Nice.

The deal was struck in 2012 for initial nine-year duration, the contract has now been extended until 2030 with the new terms to take effect from July 1st, 2021. Media reports stated that the new deal will be of similar value to the prior €1.8m (£1.6m/$2.2m) per year agreement.

OGC Nice – or simply Nice – is a French professional football club based in Nice, France. The club was founded in 1904 and currently plays in Ligue 1, the top tier of French football. Nice plays its home matches at the 35,624-capacity Allianz Riviera.

Nice’s home has been known as Allianz Riviera since it opened in September 2013.

Allianz said in a statement, “By renewing this partnership, Allianz France wants to remind of its capacity to commit to the long term and to bring durable support to the local economic community. Allianz France is also proud to carry on the shared story with the stadium and the fans based on strong values and shared emotions.”

Nice’s home is one among a number of stadium naming rights contracts held by Allianz. In February 2020, Italian Serie A club Juventus F.C. renewed its wide-ranging partnership with Allianz, through which the company retained naming rights to Allianz Stadium.

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

The company also holds naming rights to Bayern Munich’s Allianz Arena (Germany), Sydney’s Allianz Stadium (Australia), Minnesota United’s Allianz Field (US), Allianz Parque in São Paulo (Brazil) and Allianz Stadion in Vienna (Austria).

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