Principality Stadium Naming Rights Extended in New Deal Until 2030

Naming rights for Cardiff’s Principality Stadium have been extended after the building society agreed a new three-year deal with the Welsh Rugby Union.

The national stadium, originally known as the Millennium Stadium when it opened in 1999, was renamed in 2016 following a 10-year agreement with Principality. That arrangement has now been extended to run until 2030.

In a statement, the building society said the partnership underlines its commitment to Wales, adding that having its name on one of the world’s most recognisable sporting and entertainment venues sends a strong message to the millions of visitors who come to Cardiff each year.

The WRU said the extension would provide “vital support” for rugby at all levels in Wales, helping to sustain the community game while also contributing to improvements in the professional landscape.

As well as hosting Wales’ international rugby fixtures, the stadium is a regular venue for major sporting events, including European rugby finals and Champions League matches. It has also become a major concert destination, welcoming artists such as Oasis, Taylor Swift, Coldplay, Harry Styles and Billy Joel, with Take That and Metallica scheduled to perform in 2026.

The agreement comes during a challenging period for the WRU, which owns the stadium outright and is currently facing criticism over proposed reforms to the professional game, including plans to reduce the number of regional sides from four to three.

While the three-year extension is relatively short compared to many international stadium naming deals, it removes the immediate need for rebranding and allows the WRU to avoid seeking a new commercial partner at a sensitive time.