West Ham United’s search for a new naming rights deal for the London Stadium has hit a snag, with The London Legacy Development Corporation (LLDC) opting to rename Twickenham Stadium as the “Allianz Arena” instead, reports The Times.

The Hammers were in advanced talks with the LLDC, hoping to secure a lucrative deal, but have now been left empty-handed. The LLDC was seeking £5million a year, with West Ham willing to share anything over £4million.

This setback will come as a significant blow to owners David Sullivan and Karren Brady, who were counting on the new funds to boost the club’s finances. The London Stadium’s ownership structure, with E20 Stadium LLP, a body set up by the LLDC, may have contributed to the corporation’s surprise decision to choose Twickenham Stadium instead.

The naming of a stadium holds sentimental value for fans, and the London Stadium has struggled to replace the beloved Upton Park since the move in 2016. The LLDC’s choice of Twickenham Stadium, an iconic rugby venue, may upset rugby fans, but it’s understandable given its rich history.

West Ham must now go back to the drawing board, seeking alternative naming rights deals to secure much-needed funds. Meanwhile, the club is reportedly ready to sign Celtic star Matt O’Riley before August 16, a transfer twist that could bring some welcome relief.