It is a 'challenging' time to negotiate a deal for the Principality Stadium

The timing of a new deal for the naming rights of Cardiff’s Principality Stadium has been described as “challenging for Welsh rugby” given the state of the game across the River Severn.

The 73,931-capacity stadium on the banks of the Taff is the fourth largest in the UK and plays host to the Wales rugby team and regular high-profile concerts.

Principality Building Society signed a 10-year naming rights agreement in January 2016, reportedly worth £10m in total, but that deal is up in a couple of months.

Rival arenas in Ireland and England have recently announced new deals, with Dublin’s Aviva Stadium’s naming rights agreement worth £3.5m per season and insurance giant Allianz paying a reported £10m per year t

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