Introduction to the Principality Stadium Deal

Thursday 30 October 2025 3:09 pm
 |  Updated: 
Thursday 30 October 2025 3:11 pm

The timing of a new deal for the naming rights of Cardiff’s Principality Stadium has been described as “challenging for Welsh rugby” given the state of the game across the River Severn.

The 73,931-capacity stadium on the banks of the Taff is the fourth largest in the UK and plays host to the Wales rugby team and regular high-profile concerts.

Principality Building Society signed a 10-year naming rights agreement in January 2016, reportedly worth £10m in total, but that deal is up in a couple of months.

Rival arenas in Ireland and England have recently announced new deals, with Dublin’s Aviva Stadium’s naming rights agreement worth £3.5m per season and insurance giant Allianz paying a reported £10m per year to rename London’s Twickenham.

But the man who negotiated the Principality agreement, Simon Rowe – who is now vice president of sports marketing at Canterbury and Speedo owner Pentland Brands – says it is a difficult time to go to market and favours an extension rather than a new deal.

Principality Stadium Deal

“The timing of the renewal is quite challenging for Welsh rugby with what they’re going through, but nothing will ever take away from how fantastic that stadium is,” he told City AM.

“I would be confident for the powers that be in Welsh rugby that they will see a good extension – it would make sense to stay with a partner that’s already invested for the long term and building on what they’ve already done.”

He adds that there will be bigger brands “sneaking around” the stadium given its regular use outside of rugby matchdays, but insists one of the major challenges with Cardiff is its lack of major headquarter facilities for FTSE 100 businesses.

“Does proximity make a big impact on sponsors’ decision making? Yes,” he said. “Whether it should or shouldn’t is another matter.”

Canterbury’s New Agreement

It comes as Canterbury have announced a new agreement with PWR – the top flight English women’s rugby competition – in a record deal for the firm and following a multi-year partnership between the league and insurer Gallagher.

They are the first brand to renew a commercial partnership with the PWR and will be offering every registered player in the league free rugby boots.

“Women’s rugby has fantastic momentum after the Red Roses’ summer success, and Canterbury is committed to playing its part in that growth,” Rowe said.

Challenges and Opportunities

The Principality Stadium is a world-class venue that hosts a wide range of events, including rugby matches, concerts, and conferences.

However, the stadium’s location in Cardiff can be a challenge for attracting sponsors, as many major businesses are headquartered in other parts of the UK.

Despite this, the stadium’s reputation and facilities make it an attractive option for brands looking to partner with a high-profile venue.

Conclusion

In conclusion, the Principality Stadium is a fantastic venue that is facing a challenging time in terms of negotiating a new naming rights deal.

Despite the challenges, the stadium’s reputation and facilities make it an attractive option for brands, and an extension of the current deal or a new partnership with a major brand is likely.

The stadium’s success is also tied to the success of Welsh rugby, and the growth of women’s rugby in the UK.

Frequently Asked Questions

Q: What is the current naming rights deal for the Principality Stadium?

A: The current naming rights deal for the Principality Stadium is with Principality Building Society, which is worth £10m over 10 years.

Q: When does the current deal expire?

A: The current deal expires in a couple of months.

Q: What are the challenges facing the stadium in terms of attracting sponsors?

A: The stadium’s location in Cardiff can be a challenge, as many major businesses are headquartered in other parts of the UK.

Q: What is Canterbury’s new agreement with PWR?

A: Canterbury has announced a new agreement with PWR, the top flight English women’s rugby competition, in a record deal for the firm.