'We could have had Beyonce' - Sweeney wants more non-sport events at Twickenham

Beyonce was an act Twickenham missed out on hosting according to RFU boss Bill Sweeney

Rugby Football Union chief executive Bill Sweeney says it would be "very difficult" to remain at Twickenham and "justify" significant investment for improvement unless it can increase the number of non-sporting events at Allianz Stadium.

Speaking on the Business of Sport podcast, he pointed out other venues - such as Wembley and Tottenham Hotspur Stadium - are able to bring in extra revenue by hosting many more non-sporting events such as concerts.

Sweeney said: "Part of the renovation of the stadium from 2027 means we are in a discussion with Richmond Council about the ability to stage more non-rugby events. For us, it's three [per year] and we're only allowed one on a Friday.

"We've had the Rolling Stones. We could have had Beyonce but she wanted three nights and we are only allowed two nights consecutively, and we've got a restriction on capacity of 55,000.

"We're having a conversation now [with the council] and saying that if we are going to invest £600m into the Allianz - and that's going to bring X amount of revenue, we have got the study to show how much economic value it contributes to the borough - 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 and Milton Keynes would love to have us there."

Asked if the RFU could move if the council were not willing to increase the number of non-sporting events from three, he added: "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."

Twickenham was renamed following a sponsorship agreement with Allianz in 2024

In February 2024 it was reported the RFU had considered selling Twickenham and buying a 50% share in Wembley, according to a document seen by the BBC.

The Twickenham Stadium Masterplan Programme (TSMP) revealed the RFU board discussed the proposal but no formal approach was made to the Football Association (FA).

Instead, it chose to focus on redeveloping Twickenham, which has been England's home ground since 1909 and was renamed as Allianz Stadium last year as part of a new sponsorship agreement.

It is understood staying in Twickenham remains the RFU's preferred option and it is working with the council to find an agreement to extend licences.

A consultation with local stakeholders regarding future plans for the stadium was recently launched.

In a statement given to the BBC, Richmond Council said Allianz Stadium "attracts significant cultural and economic benefits to the borough", adding it "values the presence of the RFU in Richmond upon Thames and remains open to constructive discussions about the stadium's operations".

It continued: "The current planning permissions do not restrict the number and type of sporting events that can be held at the stadium. However, certain non-sporting events, such as concerts, are currently limited to three per calendar year with a maximum capacity of 55,000 people - conditions that are in place to benefit major events and the needs of local residents, considering noise and transport impacts.

"These capacity limitations were previously imposed on a planning permission issued by the Planning Inspectorate.

"Richmond Council is currently engaging with the RFU to ensure the stadium remains a high-performing venue while maintaining a fair approach for those who live and work in the area. Any increase to the number and capacity of future concerts would need to be part of a planning application and determined through the planning process."