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

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

London Stadium, home of West Ham United, will soon have a new name after an agreement was reached with a major European financial firm.

Since 2016, when the Hammers relocated from Upton Park to Stratford in East London, they have played at this location. Throughout that time, the stadium has been referred to as the London Stadium.

However, that will soon change.

SportBusiness reports that West Ham United and German business Allianz have decided to work together to sponsor the London Stadium. Allianz, a global financial services company with its main office in Munich, is a well-known brand to football fans and to football stadiums in general.

Now, the insurance and asset management tycoons own a number of stadiums across the globe; this is the fourth significant European location to bear their name. Most notably, Juventus plays at the Allianz Stadium, while Bayern Munich is home at the Allianz Arena.

Agreements were made in 2012 to rename Nice’s new stadium Allianz Riviera and the Sydney Football Stadium Allianz Stadium.

Currently, it is unclear what West Ham will formally refer to as the London Stadium; it may be called the Allianz Stadium London or something comparable. West Ham now has a stadium named after a sponsor, Emirates for Emirates, joining other London clubs like Brentford and Arsenal. However, because of European football regulations, the venue will probably still be known as London Stadium, or simply West Ham United Stadium, during UEFA competition.

The stadium was formerly referred to as the Olympic stadium because London hosted the 2012 Olympic Games.