West Ham United's London Stadium to be RENAMED, following deal with financial company: report

By Mark White
published

The London Stadium of West Ham United is set for a rebrand, following a sponsorship deal being agreed by the Hammers

London Stadium of West Ham United as both sides stand for the national anthem for the Coronation of Charles III and Camilla prior to the Premier League match between West Ham United and Manchester United at London Stadium on May 07, 2023 in London, England.
(Image credit: Ash Donelon/Manchester United via Getty Images)

West Ham United's London Stadium is set to be renamed, following an agreement with a huge European financial company.

The Hammers have been playing at the ground since 2016, when they moved Stratford in East London, after leaving Upton Park. The stadium has been known as the London Stadium during that entire time.

But that's about to change…

West Ham United's London Stadium to be sponsored by Allianz

general view outside the stadium during the Bundesliga match between FC Bayern Muenchen and SC Paderborn 07 at Allianz Arena on February 22, 2020 in Munich, Germany.

Allianz sponsor a number of stadiums (Image credit: Harry Langer/DeFodi Images via Getty Images)

According to SportBusiness, West Ham United have agreed a move with German company Allianz to sponsor the London Stadium. A multinational financial services business with headquarters in Munich, Allianz are a name well known to football fans – and football stadiums in general. 

The insurance and asset management moguls now have a collection of stadiums in their name around the world, with this being the fourth major European venue to take its name. Most famously, Bayern Munich's home ground is the Allianz Arena, while Juventus play at the Allianz Stadium.

General view outside the stadium as the fans arrive prior to the Premier League match between West Ham United and Tottenham Hotspur at London Stadium on October 20, 2018 in London, United Kingdom.

The London Stadium is on the old Olympic Village site (Image credit: Mike Hewitt/Getty Images)

In 2012, deals were reached to rename the Sydney Football Stadium to Allianz Stadium and to name Nice's new stadium, Allianz Riviera.

It is unknown at current what West Ham will officially call the London Stadium – though it could be called the Allianz Stadium London or something similar. West Ham now join other London clubs such as Brentford and Arsenal in having a stadium named after a sponsor (Gtech and Emirates, respectively), though for UEFA competition, the ground will likely still be referred to as London Stadium – or just West Ham United Stadium – due to European football regulation. 

The stadium was previously known as the Olympic stadium, due to hosting the 2012 Olympic Games in London. 

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Mark White
Mark White
Content Editor

Mark White has been at on FourFourTwo since joining in January 2020, first as a staff writer before becoming content editor in 2023. An encyclopedia of football shirts and boots knowledge – both past and present – Mark has also represented FFT at both FA Cup and League Cup finals (though didn't receive a winners' medal on either occasion) and has written pieces for the mag ranging on subjects from Bobby Robson's season at Barcelona to Robinho's career. He has written cover features for the mag on Mikel Arteta and Martin Odegaard, and is assisted by his cat, Rosie, who has interned for the brand since lockdown.