The iconic Twickenham stadium is set to be renamed for the first time in its history.
Known as England's rugby home, the Red & Whites have hosted men's games at the 82,000 capacity stadium since 1909.
Twickenham also hosts international women's matches, big domestic games and even music events.
However, its iconic name is set to be changed as part of a lucrative new sponsorship deal, according to the Rugby Football Union (RFU), the sport's national governing body.
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The change comes amidst the RFU looking for extra funding, which the BBC reported to included a consideration of selling the stadium altogether and buying a 50% share in Wembley Stadium, the home of British football.
The Twickenham Stadium Masterplan Programme (TSMP) said that the RFU board discussed the possibility of buying shares of Wembley, but nothing was formally submitted to the Football Association (FA).
Instead, they decided to shelve those plans and redevelop the stadium, with the RFU saying that the move gives rugby a 'significant, long-term investment'.
RFU chief executive Bill Sweeney added: "This is an opportunity to celebrate our stadium's proud legacy while developing it for the future.
"This partnership will support us in moving the game in a direction which serves all rugby, from minis to the elites, from club coaches to our national coaches and everything in between."
The new name for Twickenham has been announced to be the Allianz Stadium, as part of a sponsorship deal with the insurance company, with the name change set to come into effect by September this year.
It won't be the first stadium under the insurance company's name, as seven other sports stadiums worldwide include the Allianz name.
German football team FC Bayern Munich call the colour-changing Allianz Arena their home, while the Sydney Roosters of the National Rugby League play at their own Allianz Stadium in Sydney, Australia, along with the New South Wales Waratahs in Super Rugby, and Sydney FC of the A-League Men.
Across the pond, The Allianz Field in Minnesota is home to Major League Soccer side Minnesota United, while the Allianz Riviera in Nice hosts home games for Nice FC and Toulon Rugby, with Allianz Parque staging football matches for Palmeiras in the Brazilian city of Sao Paulo.
Austrian football side Rapid Vienna play at the Allianz Stadion too, while Italian football giants Juventus play their home games at another Allianz Stadium in Turin.
The Allianz stadium in London is set to host the final of the 2025 Women's World Cup, while the first international fixture under the new name will see England's women's team take on New Zealand, the world champions, on 14 September.
The effect of the partnership on the RFU's plans to redevelop Twickenham were quoted at a cost of £663 million in the TSMP.
Joshua Nair