90min

Chelsea could sell naming rights to Stamford Bridge

Allianz made Chelsea aware of interest in stadium deal during initial contact over shirt sponsorship; The Blues have also been exploring ways to renovate and increase the capacity of Stamford Bridge.

By Jamie Spencer

Stamford Bridge could turn into an additional moneymaker for Chelsea
Stamford Bridge could turn into an additional moneymaker for Chelsea / Heritage Images/GettyImages
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Chelsea could have the opportunity to sell naming rights to Stamford Bridge as a way to bring in a new stream of sponsorship revenue following interest from Allianz.

The name Allianz, a German insurance and assets management firm, already features prominently across world football. The Allianz Arena, home to Bayern Munich, is the most famous example, but there is also Juventus’ Allianz Stadium in Turin, Allianz Riviera where OGC Nice play, Allianz Parque in Sao Paulo, Allianz Stadion in Vienna, Allianz Stadium in Sydney and Allianz Field in Minnesota.

For Allianz, England and Spain are notable major gaps in their stadium portfolio.

It has previously been reported that Allianz were initially in contact with Chelsea over a potential shirt sponsorship deal, which follows the expiration of mobile network Three’s contract.

However, there was no agreement on that front. Chelsea were also stopped from securing a deal with streaming service Paramount+ by the Premier League over potential problems it could cause as a broadcast partner. The Blues now look set for a short-term deal with betting platform Stake that will be soon outlawed by new rules on gambling sponsorship coming into force from 2026.

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But the Daily Mail has reported that Allianz also sounded Chelsea out to put forward their interest in a ‘long-term’ stadium naming rights deal.

Such a partnership would only happen once the future of Stamford Bridge is clear, with the latest plans under consideration earlier this year to demolish the stadium in its present form and rebuild it from the ground up, as opposed to redeveloping.

Knocking down Stamford Bridge to rebuild it could leave Chelsea without a permanent home for four years from the point any work actually gets underway. But there have been suggestions that a redevelopment project working around the existing site could take even longer until 2030.

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