The RFU has confirmed its intention to hold up to 15 non-sporting events at its Allianz Stadium home in Twickenham to bring £500million into English rugby.
As things stand, licencing rules limit the governing body to hosting just three events outside its rugby matches at the iconic venue, therefore limiting the revenue it can generate.
Twickenham has previously missed out on hosting concerts for top artists such as American superstar Taylor Swift because it cannot hold the number of days they require.
Now, that is set to change after the RFU held long, in-depth discussions with Richmond Borough Council.
It raises the prospects of the likes of Swift performing at the home of English rugby in the future.
RFU bosses are making their case to bring more concerts to Twickenham
The RFU said: ‘Securing more concerts at Allianz Stadium is central to the long-term sustainability of rugby in England at a time of growing financial strain on the game. More concerts at Allianz Stadium will underpin over £500m of investment into rugby over the next five years, supporting the game from grassroots to elite and helping grow the sport, with a target to attract 50,000 new players by 2030.
‘Crucially, if approved, the move would secure funding to upgrade Allianz Stadium, improving the experience for fans and supporting England’s national teams.’
RFU chief Bill Sweeney previously made clear his belief English rugby could not grow unless the rules on the number of non-rugby events held at Twickenham increased.
The stadium is currently limited to just three major non-sporting events annually – none of which can be held on consecutive days – and with capacity capped at 55,000.
By comparison, Wembley Stadium is permitted up to 54 non-sporting events per year and Tottenham Hotspur Stadium up to 30.
Strict rules meant Twickenham missed out on staging Taylor Swift’s Eras Tour in London
Twickenham residents have previously been against the move to expand the number of events at the RFU’s prestige venue on account of the huge impact to the area with traffic one big concern. The RFU has agreed that any increase in events would be staggered and phased over time, beginning with a smaller number of lower-capacity events and only progressing when representatives from Richmond Council, Metropolitan Police and South Western Railway are satisfied they are being well managed.
‘The UK has one of the strongest live events industries in the world and Allianz Stadium – as the second largest stadium in the country and one of our most prized national assets – is best placed to capitalise on that success,’ Sweeney said.
‘The stadium is by far our biggest financial asset as a sport, but the fact its use is currently limited to the short rugby calendar is in turn impacting the growth and potential of the game and its benefit to the local community.
‘More concerts in Twickenham will generate tens of millions of pounds each year for the local and national economies, and hundreds more jobs in south-west London.
‘Bringing the world’s biggest artists here to Twickenham will also underpin the £500m of funding we want to invest into rugby over the next five years.’
