‘It will always be HQ’: England rugby fans refuse to call Twickenham by its new name

With the haka storm circling Twickenham on an otherwise balmy day, English rugby’s faithful were in a jubilant mood as they prepared to welcome the England men’s team back to their home for the first time since March.

Saturday’s match against New Zealand kick-started an autumn calendar which comprises matches against Australia, South Africa and Japan but, since their last appearance at the stadium, English rugby has experienced a spate of changes – some significant, others not so much.

The Rugby Football Union and Premiership unveiled its new Professional Game Partnership before the season started and before kick-off against the All Blacks head coach Steve Borthwick confirmed the 17 players who would receive enhanced elite player squad contracts. There have also been rule changes and match-day innovations.

But, perhaps, the most significant change of all came in the name of the stadium itself, with Twickenham rebranded as the Allianz Stadium – one of eight named as such in the world – owing to a new sponsorship deal between the RFU and the insurance giant. The announcement gained much publicity in August, with the RFU defending the renaming deal at a time when the governing body should not be turning down any avenues for revenue.

There was understandable shock and awe at the RFU’s decision, however, given that the announcement came out of nowhere and that Twickenham – as well as its name and brand – carries weight on the global stage. It is not just a case of history and tradition but the fact that the location is synonymous with rugby and is considered its home. It is the biggest sole-purpose rugby stadium in the world and has only ever been known by one, one-word name since it hosted its first international in 1910.

Now, however, it is known as the Allianz Stadium, with the name of the German company emblazoned all around the concrete breezeblock in South West London. But what will the fans call it? To find out, Telegraph Sport went out into the crowd before kick-off against the All Blacks. Would it be love, hate, or will it always just be Twickenham?