The Rugby Football Union chief executive, Bill Sweeney, has threatened to take England away from Twickenham and move to Milton Keynes or Birmingham because of licensing restrictions after missing out on hosting lucrative Beyoncé concerts at the stadium.
Sweeney has warned that if Richmond council does not grant the RFU permission to stage more non-rugby events at Twickenham, “it would be a tough call for us”, with a move away from London mooted.
The RFU has previously explored buying half of Wembley and a move to a greenfield site in Birmingham, an acknowledgment that Twickenham is not fit for purpose. The RFU committed ultimately to its plans to revamp Twickenham, due to begin in 2027 and which could cost up to £663m, but needs to raise revenue by hosting more music concerts.
The RFU is allowed to host three non-rugby events a year and only two on consecutive nights with a limited capacity of 55,000. The union says Twickenham, which has a capacity of 82,000, is empty for 340 days a year with Sweeney claiming that, due to the restrictions, the RFU missed out on staging Beyoncé concerts.
In documents seen by the Guardian, the RFU laments how the Tottenham Hotspur Stadium can host 30 non-football events a year and Wembley 32. Beyoncé is playing six nights at the Spurs stadium, which has taken NFL matches away from Twickenham.
The RFU is lobbying Richmond council for 15 events a year at a capacity of 75,000 but Sweeney has warned that moving to Milton Keynes or Birmingham would become options again if allowances are not made. The union began discussions with the council last year and has undertaken a consultation process with three engagement events scheduled next week.
“Part of the renovation from 2027 means we are in discussions with Richmond borough council to stage more non-rugby events. For us it is three [events] and we are only allowed one on a Friday,” Sweeney told the Business of Sport podcast. “We have had the Rolling Stones. We could have had Beyoncé but she wanted three nights and we are only allowed two nights consecutively.
“We are saying: ‘If we are going to invest £600m into the Allianz [Stadium, Twickenham’s sponsored name] – and we have a study which shows how much economic value it contributes to the borough – if we’re going to do that, you are going to have to work with us in terms of an increase in the number of events we can stage in order to monetise the stadium.’ There are plenty of places that would like to have us there. Birmingham, Milton Keynes would love to have us there.”
Asked whether the RFU would relocate if the council rejected its request, Sweeney said: “It would be a tough call for us. It would be very difficult. I don’t know how we would justify the investment in the stadium if we can’t get the increase in the event licences.”
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Last year the RFU signed a 13-year £130m deal with Allianz to take over the naming rights of Twickenham. It is not clear whether that deal precludes the RFU relocating or whether any new stadium would immediately assume the sponsor’s name.
The RFU is due to submit planning and licensing applications in the coming weeks and expects an answer from Richmond council by September. It hopes to incrementally increase the number of non-sporting events it can stage with nine next year, 12 in 2027 and 15 in 2028.
The RFU has also said it is open to hosting Six Nations matches on Friday nights if it suits broadcasters, but is understood that while the fixtures next year have not been announced, it will not do so next year. The union also wants to be able to host events such as Christmas parties until 2am as well as install an ice rink and a Christmas market.
