The movers and shakers at the Rugby Football Union can rebrand Twickers in whatever way they like - as they just have, funnily enough - but away from the committee rooms and hospitality boxes, the old cabbage patch will never be known as the "Allianz Stadium" by the masses at the turnstiles.
You might as well ask people to speak of Wimbledon as the "Pimms Championship", or refer to the Old Bailey as the "G4S Central Court of England and Wales", or swear allegiance to the "Horse and Hound Royal Family".
Which is not to say the sponsorship deal announced last week was anything other than inevitable.
Rugby in England needs money and Allianz, ranked in some listings as the largest insurance company in the world, has oodles of it. And while the RFU has spent most of the professional era banging on about Twickenham being the spiritual home of the game - its holy of holies, its sacred place - even religions have their price. Modern-day America tells us that much.
For every follower of the union code who despairs at the idea of soul-selling for commercial benefit, there is another who has even less liking for sporting penury What's more, it is perfectly possible and entirely legitimate to hold both thoughts at the same time.
Denne historien er fra August 11, 2024-utgaven av The Rugby Paper.
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Denne historien er fra August 11, 2024-utgaven av The Rugby Paper.
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Unbeaten Lymm put the Tykes on a leash
LYMM maintained their unbeaten start to the campaign, taking the major scalp of Leeds Tykes and ending the visitors' unblemished start.
Dramatic late win boosts leaders
A LAST-minute converted try saw Tonbridge Juddians snatch victory from the jaws of defeat at Barnes.
England need to be more consistent
I WAS at last week's game against the All Blacks and as much as I enjoyed my first visit to the stadium since the Six Nations, I couldn't help noticing a different attitude of those in control of the stadium's notification system which puts out messages to the crowd.
Cuthbert: Wales have to deliver
ALEX Cuthbert says the pressure on Wales is huge ahead of their opening Autumn Nations Series game against Fiji today.
Anyanwu heads the list of star attractions
TOP 14 transfer speculation is always thoroughly entertaining, and this season has so far been no exception.
Goldthorp can challenge Kildunne for No.15 spot
LOUGHBOROUGH Lightning head coach Nathan Smith is backing Fran Goldthorp to compete with Ellie Kildunne, right, for England's No.15 jersey.
Four-try David calls the shots for Bears
MILLIE David helped Bristol blow Leicester away after scoring four of their 10 tries at Welford Road.
Scott-Young keen to follow his father
TYPICAL of most Australians, Scott-Young Angus has fairly sunny disposition and the loose forward is confident that Saints can soon start to turn things around on the road.
When value for money is not part of the deal
ENGLAND'S bench strategy against New Zealand - goodbye \"bomb squad\", hello \"squib squad\"-has been investigated, psychoanalysed, convicted on all charges and mercilessly sentenced by the entire rugby world and its maiden aunt, so there is no earthly point in returning to the scene of the crime.
'I want to prove my worth to Bath'
OUT-OF-FAVOUR winger RuBath aridh McConnochie is hoping to use the Premiership Cup to lay down a challenge to Johann van Graan and make his selection claims impossible to ignore.