Italian champions Juventus have sold the naming rights to their home stadium to Allianz, reports, www.sportspromedia.com/.

The Turin-based club, who won a sixth straight Serie A title last weekend, have signed a six-year deal with the global insurance giant and with Lagardère Sports and Entertainment, which agreed a €75 million deal to take ownership of the naming rights to the venue in 2011 through its now-defunct Sportfive agency.

Completed ahead of the 2011/12 season, the 41,500-seater stadium will change its name from the Juventus Stadium to the Allianz Stadium of Turin from 1st July 2017. Allianz branding will be installed around the building ahead of the switch.

"It's with great pleasure that we welcome Allianz into our family of partners for a deal as special as this one – the naming of our home," declared Giorgio Ricci, co-chief revenue officer and head of global partnerships and corporate revenues at Juventus.

"The arrival of a global giant in the insurance sector such as Allianz is further testament to how Juventus has established itself as a first-class international institution, whilst enriching a stadium that has played a significant role, since its inauguration in 2011, to creating history with six legendary Scudetto titles celebrated within its walls.

"Our ambition and objective is to collaborate with Allianz for the benefit of our supporters, just as with the other partners who have helped transform the stadium into a theatre, ensuring that each match is a show of entertainment and a welcoming place for families."