Sweeney wants more non-sport events at Twickenham

It would be “very difficult” to stay at Twickenham and “justify” significant improvement efforts, according to Rugby Football Union CEO Bill Sweeney, unless there were more non-sporting events at Allianz Stadium.

He made the point that hosting numerous more non-sporting events like concerts can generate additional revenue because venues like Wembley and Tottenham Hotspur Stadium do so.

Sweeney stated that the stadium’s renovation will begin in 2027 with discussions with Richmond Council regarding the possibility of holding more non-rugby events. We only have one on a Friday, and it’s three for us.

We’re conversing with the council and saying that if we invest £600 million in the Allianz, which will generate X amounts of revenue, we have the study to demonstrate the economic value it adds to the borough, we will need to collaborate with them to increase the number of events we can stage in order to make money off the stadium.

There are numerous places where we could be located. Milton and Birmingham would be delighted to have us there.

When asked if the RFU could leave if the council refused to reduce the number of non-sporting events to three, he replied, “It would be a difficult decision for us.” It would be challenging.

If we can’t get the event license increase, “I don’t know how we would justify the investment in the stadium.”

Richmond Council and the RFU have contacted BBC Sport for comment.

According to a report obtained by the BBC in February 2024, the RFU reportedly had considered selling Twickenham and purchasing 50% of Wembley.

The RFU board discussed the proposal, according to the Twickenham Stadium Masterplan Programme (TSMP), but the Football Association (FA) received no formal response.

Instead, it made the decision to concentrate on renovating Twickenham, England’s national residence since 1909.