There are hidden stories behind Bayern’s new stadium-naming rights deal – one of them involves Spurs

Earlier this week, Bayern Munich and financial institution Allianz decided to prolong their stadium-naming rights deal until 2033 and expand the partnership with increased involvement in women’s football.

So far, many English clubs have been reluctant to do stadium-name deals, but the remodelling of both Barcelona's and Real Madrid’s stadiums could lead to a shift in attitude in the UK, predicts Conrad Wiacek from GlobalData.

Why it matters: In US sports, it is common for stadiums to change their names quite often, paving the way for very big commercial deals. But in Europe – particularly in the UK – stadiums is something very different.

The perspective: The upcoming modernisation of stadiums, in Serie A and LaLiga over the next 10 years could significantly lift the number of stadium-name deals. Wall-Street money flowing into European football could also have an impact.