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Allianz expands award-winning “Allianz Family of Stadiums”

  • “Allianz Stadion” in Vienna will be the new home for Austrian football team SK Rapid

  • Now six members part of “Allianz Stadium Family” throughout the world

  • Allianz gets recognition for Stadium sponsorship and naming rights strategy by winning two global awards

As the world is gearing up for the World Football fever in Brazil, Allianz has expanded the award-winning “Allianz Family of Stadiums” by partnering and branding a new stadium in Vienna: the home of the football club SK Rapid will be rebuilt and will become a new “Allianz Stadion”.


The Allianz Group in Austria has just signed a contract for long-term naming rights of the new football stadium “Allianz Stadion” in Vienna. The new home stadium of the SK Rapid football club should be built by 2016. In a first step, the contract will run for ten years. As an international group and sustainable financial services provider, Allianz is pleased that ecological aspects, such as unique LED floodlights, will play a major role in the stadium.

“We are thrilled to now have the unique opportunity to associate SK Rapid’s new stadium with our brand, creating the “Allianz Stadion”. This partnership is our contribution to support one of the most traditional football clubs in Austria, and that makes us proud”, says Christoph Marek, Sales Executive of the Allianz Group in Austria.

“The “Allianz Stadion” will be the most modern stadium in Austria with a clever visitor concept and impressive architecture – as well as improvements for the neighbours,” says SK Rapid General Manager Werner Kuhn.

Sixth stadium in the Allianz family

In addition to the Allianz Stadion in Vienna, Allianz is the namesake for the world famous “Allianz Arena” in Munich, the “Allianz Riviera” in Nice, the “Allianz Stadium” in Sydney, the “Allianz Park” in London and the “Allianz Parque” in Sao Paulo. The Brazilian stadium is currently under construction.

“There is a strong emotional aspect to being the naming rights partner of a sports stadium – for a non-tangible brand like Allianz, it quickly becomes the “home of the brand” and a place of corporate pride for our employees and partners,” says Christian Deuringer, Global Head of Brand Management, Allianz SE. “Currently, Allianz, the global financial services provider, serves clients in over 70 countries via some 600,000 brand ambassadors: employees, agents, brokers and other partners. As well as boosting brand recognition for Allianz, the stadium partnerships and related activities also link very well to Allianz’s corporate social responsibility commitments globally.”

Watch the new Allianz Stadion in our animated graphic.

Allianz sponsorship strategy recognized at TheStadiumBusiness Awards 2014

Allianz has won the global ‘Sponsorship, Sales & Marketing’ Award and ‘Sustainability’ Awards at TheStadiumBusiness Awards 2014, presented in London last week.

“It’s a great compliment and vote of confidence for Allianz and our stadium sponsorship and naming rights strategy to win at TheStadiumBusiness Awards 2014,” says Sandra Nulty, Head of the Global Sponsoring Program at Allianz SE.

“At our very core, Allianz is a business that cares about what matters to our customers globally. Since 2006, we’ve helped provide superior fan experiences at the Allianz Arena in Munich, proving Allianz is more than just a partner in name. But it’s only in the past two years that we have begun to expand our approach to our key global markets. Given their experience, it’s very gratifying to have our strategy applauded by our peers. And particularly rewarding, is recognition for our very strong focus on sustainability.”

Now in its fifth year, The Stadium Business Awards are the premier event in the stadium business sector, designed to recognize leadership, innovation and achievement in the delivery, operation and management of sports facilities globally. Over 300 executives gathered at the RAF Museum venue, representing sponsors, teams, clubs and operators. The judging panel was made up of senior figures from all parts of the stadium industry.

The Allianz Stadion in Vienna

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