When Juventus Stadium was built, the naming rights were sold to a company called Sportfive for €75 million in an effort to reduce construction costs to the club. For the past six years, the broker had been unable to find a buyer, but from next month a new name will be in place.

“Allianz Stadium is the new name of Juventus’ home ground after the club signed a naming rights agreement with Allianz and Lagardère Sports, holders of the facility’s naming rights,” a statement on the Juventus website confirmed.

“Starting on 1 July 2017, the stadium will be known as the Allianz Stadium of Turin for six seasons until 30 June 2023, joining the Allianz Family of Stadiums first created in 2005 which features Munich’s Allianz Arena, Sydney’s Allianz Stadium, Allianz Park in London, Nice’s Allianz Riviera, Allianz Parque in Sao Paulo and Allianz Stadion in Vienna.

“Thanks to the naming rights agreement, once clearance has been given, Allianz will be able to personalise the facility with signage reading ‘Allianz Stadium’ on the north-east and south-east corners of the facility, as well as the main entrance and signage inside the ground.

“The Allianz Stadium logo will be visible inside the stadium, on the north, south and east sides of the ground for television broadcasts, as well as on a number of other entry and access points to the stands.”