London Legacy Development Corporation

The London Stadium’s long-running search for a naming sponsor goes on after Allianz, the leading candidate to acquire the rights, opted to enter into a controversial agreement to rename Twickenham Stadium, the home of English rugby, believing it to be a better brand fit.

German insurance and financial services giant Allianz is in pole position to end the long-running search for a naming sponsor for the London Stadium, the main venue for the London 2012 Olympics and the current home of Premier League side West Ham United.

US-based venue and event management company ASM Global has agreed its first stadium partnership in the UK after striking a deal with London Stadium

Lyn Garner, chief executive of the London Legacy Development Corporation (LLDC), which owns London Stadium, has said that the venue’s main tenant, West Ham United, would be able to pursue a naming-rights d…