The Rugby Football Union (RFU) is stepping up its game—off the pitch. New plans have been unveiled to bring more concerts to Twickenham's Allianz Stadium, a move that could reshape the future of English rugby's iconic home.

With a stadium redevelopment costing over £600 million on the horizon, the RFU sees expanding non-rugby events as crucial to making the project happen. Currently, about 85% of the RFU's revenue comes from Allianz Stadium, mostly from major men's matchdays. But under its agreement with Richmond Borough Council, the venue can only host three non-sporting event days per year—none back-to-back, and with a 55,000 capacity cap.

Now, the RFU is proposing a phased increase to 15 events per year. That's still far fewer than Wembley Stadium (54) or Tottenham Hotspur Stadium (30) can host annually. The plan comes after 18 months of talks with local stakeholders, and the RFU says an agreement has been reached to boost rail capacity at Twickenham Station. A new facility fee on concert tickets would also be introduced, funneling into a Community Enhancement Fund to support local residents.

"The UK has one of the strongest live events industries in the world, and Allianz Stadium—as the second largest stadium in the country and one of our most prized national assets—is best placed to capitalise on that success," said RFU chief executive Bill Sweeney. "The stadium is by far our biggest financial asset as a sport, but the fact that its use is currently limited to the short rugby calendar is impacting the growth and potential of the game. More concerts in Twickenham will generate tens of millions of pounds each year for local and national economies, and create hundreds more jobs here in south-west London. It will also increase our ability to support local schools, charities, and businesses across Richmond."

For fans, this means more opportunities to experience the stadium beyond matchdays—and for the sport, it could be the key to unlocking a new era of growth. Whether you're there for the rugby or the music, Allianz Stadium is poised to become a year-round destination.