Principality Stadium naming rights deal extended

Naming rights for Cardiff’s Principality Stadium have been extended by the building society that sponsors the venue.

Known as the Millennium Stadium when it opened in 1999, it was renamed the Principality Stadium in a 10-year deal with the Welsh Rugby Union (WRU) in 2016.

That deal has now been extended three years up until 2030.

“Having our name above one of the world’s most iconic entertainment and sporting venues is Principality’s statement of intent to the million visitors who come to Cardiff each year,” the building society said in a statment.

As well as hosting international rugby, the stadium is also a venue for other sporting events such as the European Champions Cup final and the Champions League final.

It has also staged concerts by acts including Oasis, Taylor Swift, Coldplay, Harry Styles and Billy Joel, with Take That and Metallica confirmed to appear later in 2026.

The new naming deal comes at a turbulent time for the WRU, which owns the stadium outright.

A proposed new structure for the elite game in Wales, prompted by poor performance and financial instability, has led to public protests at the threat of reducing the number of regional sides from four to three.