Allianz UK has been named an Official Supporter of the Women’s Rugby World Cup 2025, reinforcing its long-standing presence in the UK sports insurance sector and its broader commitment to the women’s game. Its sponsorship also extends to the naming rights for the final venue, Allianz Stadium (pictured), where the tournament will conclude on September 27.
The final is expected to set a new attendance record for a women’s rugby match, building on the growing commercial and insurance value tied to women’s elite sport. Allianz’s role reflects an ongoing trend among major insurers to align themselves with high-profile sporting events, not only to raise brand visibility but to tap into the evolving risks associated with hosting, broadcasting, and athlete health.
As part of the 2025 tournament, 16 international teams will compete across seven English cities from August 22, culminating in a final at the rebranded Allianz Stadium. The deal marks the first time a Rugby World Cup final venue has carried an insurer’s name through a formal naming rights agreement.
Colm Holmes, CEO of Allianz UK, said the move reflects the group’s broader investment in the sport and in initiatives that strengthen engagement at both professional and grassroots levels.
“We understand the power of sport to unite and inspire. Being part of this journey is a natural extension of our commitment to rugby and to community engagement,” Holmes said.
The announcement comes at a time when the UK sports insurance market is seeing increased attention, driven by rising injury claims, concussion litigation, and the financial implications of event disruption.
Insurers are working with governing bodies and clubs to update policies for player welfare, disability, and income protection, especially in high-impact sports like rugby. Coverage for major events now also regularly includes cancellation due to extreme weather or political disruption, reflecting the evolving risk environment.
In this context, Allianz’s dual role - as both sponsor and insurer - positions it at the intersection of risk mitigation and brand strategy. The company continues to support rugby at all levels, from insuring elite players to providing liability and accident cover for local clubs through initiatives like the Allianz Future Fund.
In addition to its headline sponsorship, Allianz will help deliver a fan engagement campaign called “The Road to Allianz Stadium”, in partnership with digital wellness platform Stepathlon. The campaign will challenge fans to walk the distance from Sunderland’s Stadium of Light, which is the location of the opening match, to the final venue in London, promoting health and community engagement.
Sarah Massey, managing director of Women’s Rugby World Cup 2025, said Allianz’s involvement supports the tournament’s wider goals.
“Allianz’s commitment to rugby and to sport as a driver of positive societal change makes them a strong partner. We are working to deliver the most impactful Women’s Rugby World Cup to date,” she said.
