The heartbeat of Irish sport will continue to beat under a familiar name. Aviva Ireland has announced a five-year extension of its naming rights agreement for Aviva Stadium, securing its place at the centre of Irish rugby and football through to 2030.
The deal also renews Aviva’s long-standing partnerships with the IRFU and the FAI, ensuring that the insurer remains an Official Sponsor of the Irish men’s rugby team and both the men’s and women’s national football teams, as well as other elements within each sport.
It’s a continuation of a relationship that began in 2010, one that has seen the south Dublin venue evolve from a modern rebuild of Lansdowne Road into a cultural and sporting landmark, hosting Cristiano Ronaldo and Taylor Swift.
“Aviva Stadium has been at the heart of Irish rugby for over a decade,” said Kevin Potts, CEO of the IRFU, as the news was confirmed. “We are delighted that Aviva will continue its partnership with us and with Irish sport through to 2030. This renewal not only supports our national teams but also the grassroots programmes that inspire the next generation of players across the country.”
For David Courell, CEO of the FAI, the renewal represents stability, ambition, and an endorsement of football’s growing energy.
“Since 2010, Aviva Stadium has been the backdrop for some truly unforgettable nights. Crucially, Aviva’s commitment extends beyond the stadium through their vital support of our ‘In Her Boots’ programme, which plays a key role in developing women and girls’ football.”
From a Building to a Brand
In the latest episode of the Sport for Business Podcast, Brian O’Neill, Aviva’s Head of Sponsorship, External Communications and Sustainability, and Sean Kavanagh, Commercial Director at the FAI, reflected on how the partnership has matured over 15 years.
“When we started, it was a naming rights deal,” O’Neill said. “Today, it’s a cultural asset. Aviva Stadium isn’t just a building — it’s part of Dublin’s skyline, its sporting story, and our brand identity.”
That shift is no accident. Aviva’s yellow and green have become synonymous with big nights on Lansdowne Road — from Ireland’s rugby victories over the All Blacks in 2018 and 2021, to the Republic of Ireland’s famous 1-0 win over Germany in 2015, and the record 35,944 fans who turned out for the women’s national team’s first home fixture against Northern Ireland in 2023.
The stadium has now hosted more than 350 major events and welcomed over 11.5 million spectators.
Beyond the Stadium
No figures have been published, but the new deal is thought to be worth somewhere in the region of €26 million over five years, and the value extends far beyond signage and screen time.
Both the IRFU’s Mini Rugby National Festival and the FAI’s In Her Boots programme, two initiatives focused on youth participation and gender inclusion, will continue to receive Aviva’s direct backing. These programmes represent the brand’s belief that its name should mean as much at grassroots level as it does under the floodlights.
“Supporting our national teams and fostering the development of rugby and football at the grassroots level is important to us, as are the fans, our customers and our staff,” said Barry Cudmore, CEO of Aviva Life & Pensions Ireland DAC.
“This is about being connected to something bigger than business.”
That connection is visible in Aviva’s parallel sponsorship strategy. The Dublin stadium partnership paved the way for Aviva Studios in Manchester, a landmark arts and culture venue, showing how the company’s venue-led approach has become a template for community and cultural investment across the UK and Ireland.
Looking to the Future
“Over the past 15 years, this collaboration has played a vital role in shaping the stadium’s success, delivering world-class experiences for fans and hosting some of Ireland’s most memorable sporting and entertainment moments,” said David French, CEO of the Aviva Stadium.
“Aviva’s continued commitment reflects the shared values and vision that have defined our partnership since day one.”
The next chapter, as outlined on the Sport for Business Podcast, will focus on deepening fan engagement, from smarter matchday activations to immersive digital content, while advancing sustainability within the stadium’s operations.
Aviva plans to link its ESG (Environmental, Social, and Governance) goals directly to how the venue is run, from energy efficiency and recycling initiatives to biodiversity on-site.
As Declan O’Rourke, CEO of Aviva Insurance Ireland, summed up:
“We greatly value our association with this iconic sporting venue and our national rugby and football teams. We’re proud to remain part of the story — not just in name, but in spirit.”
From those early days in 2010 to the roar of full houses on four separate occasions this week alone across the two sports, the Aviva Stadium has grown into more than a venue. It’s a home. And for at least another five years, that home will still be the Aviva.
Image Credit: Aviva and Sportsfile
Further Reading for Sport for Business members:
Read our Sport for Business Coverage of Sponsorship
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