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England Rugby and Allianz Stadium: Licensing Issues and Future Plans

Bill Sweeney, the chief executive of the Rugby Football Union (RFU), has indicated that England’s rugby team might consider relocating from Allianz Stadium due to existing licensing restrictions that have prevented hosting major events, including concerts by global superstars like Beyoncé.

The RFU is pursuing an ambitious £663 million project aimed at renovating Allianz Stadium, known as Twickenham until its recent rebranding. This historic venue has been the home of English rugby since its establishment in 1909.

During his appearance on the Business of Sport podcast, Sweeney expressed concerns about the feasibility of such an investment, emphasizing that the current licensing framework does not allow for a viable return on investment. Currently, the license permits Allianz Stadium to hold only three non-rugby events annually, with limitations on the number of consecutive events and a cap on attendance set at 55,000.

Previously, discussions around relocating to a greenfield site in Birmingham were considered until the RFU concluded that remaining at Twickenham was more advantageous.

“We’ve had the Rolling Stones, and we could have had Beyoncé, but she wanted to perform for three nights, while we can only have two nights consecutively,” Sweeney explained. He indicated ongoing negotiations with Richmond Borough to revise these restrictions, stating, “If we’re going to invest £600 million into Allianz, which would generate significant revenue, we need to work collaboratively to enhance the number of events we can host.”

Sweeney added that there are many cities that would welcome a rugby venue, noting places like Birmingham and Milton Keynes as potential candidates. He stated, “It would be challenging for us to justify our investment in the stadium without an increase in event licenses.”

The chief executive’s remarks come at a crucial time as he faces a no-confidence vote in a special general meeting scheduled for next Thursday.

In March of last year, the RFU explored several alternatives to the Allianz Stadium renovation, including the potential acquisition of a 50% stake in Wembley Stadium from the Football Association. However, those options were ultimately set aside as it emerged that redeveloping Twickenham was more commercially viable.

Sweeney noted the various options evaluated: “We considered a partnership with Wembley and even a move to a greenfield site with better accessibility for national audiences. The Birmingham area was enthusiastic about collaborating with us.” Ultimately, the decision to stay at Twickenham was influenced by the lucrative hospitality market in London alongside the traditional significance of Twickenham as the home of rugby.

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