United Kingdom: Principality acquire the naming rights for the Millennium Stadium in Cardiff (Wales)

The building society Principality have acquired the naming rights to the Millennium Stadium (74,500 seats) in Cardiff (Wales) for 10 years, announced the WRU (Welsh Rugby Union), the operator of the stadium, on 08/09/2015. The contract will end in December 2026.

The stadium, officially inaugurated in 1999, will be renamed the "Principality Stadium" on 01/01/2016. The agreement is estimated at £15m (€20.6m) in total, or £1.5m (about €2m) per year. The building company, whose head office is based in Cardiff, has also been the title sponsor of the Welsh rugby first division since 2005, the Principality League. This contract runs until the end of the 2016-17 season.

"This partnership perfectly reflects our ambition - supporting the local communities that we serve and engaging with a younger audience while raising the awareness of our brand on a national and global scale," said Graeme Yorston, the chief executive of Principality. The stadium will host eight matches of the 2015 Rugby World Cup (from 18/09 to 31/10/2015), including two quarter-finals, but under the old name of the…