Allianz Deutschland has entered into a ten-year partnership with German hockey and tennis club, the Club an der Alster, for the naming rights to its new arena in Hamburg.
The club’s existing structure, the Am Rothenbaum, is set to be demolished at the end of the year and replaced by a 7,500-seater hockey and tennis facility, which is scheduled for completion by 2019. The tennis stadium is currently used for only in two weeks in the year for the ATP’s German Open Tennis Championships and a beach volleyball tournament. The new arena will be open all year and will add Bundesliga squash to its calendar, alongside other indoor sports events.
The new arena will be called the Allianz Court. The ten-year naming rights deal will be activated once the stadium opens. The Club an der Alster will also work with the insurance firm on a three-year grassroots programme during the construction phase called the Allianz Sportakademie.
"With our know-how as a partner and insurer of sport, we want to actively accompany the development and planning of the Allianz Court," said Manfred Boschatzke, head of sponsorship at Allianz. "We see ourselves not only as a name bearer, but also as giving the club the opportunity to become part of an international sporting family."
Allianz is the naming sponsor of Munich’s magnificent 75,000-seater soccer stadium, the Allianz Arena, home to German champions Bayern Munich.
The insurance giant recently pulled out as the title sponsor of the PGA Tour Champions golf seniors event held at Boca Raton in Florida after Holocaust survivors protested outside the club. The demonstrators claim that Allianz still owes an estimated US$2 billion in unpaid claims to them.