Lansdowne Road will cease to exist as we know it when the doors reopen on the newly redeveloped, 50,000 capacity stadium in early 2010.
In a move that will no doubt prove a bitter pill to swallow for Irish rugby and soccer fans, plans were announced this morning to sell the stadium's naming rights to the highest bidder.
It is believed those rights could earn the IRFU and FAI around €75 million over 15 years.
Selling naming rights is increasingly common amid the spiralling costs of stadium building, but the decision to do away with the traditional name at the world's oldest international rugby venue comes as a major surprise.
Even when the IRFU confirmed earlier this year that Thomond Park in Limerick would also be renamed when it opens again in November, a similar move at Lansdowne Road wasn't considered an option among sports fans.
Wasserman Media Group (WMG), the company responsible for selling the rights at Arsenal's Emirates Stadium, have been appointed to "evaluate and ultimately market the naming rights for the new stadium."
Announcing that the redevelopment work at the stadium remains on schedule at a press briefing this morning, Philip Browne, chairman of the Lansdowne Road Stadium Development Company (LRSDC), also said that WMG hope to begin marketing the naming rights within the next month.
He said: "They [naming rights] will be going to the market and that is an important element of our commercial artillery. The reality is that 15 years is usually a good term in a contract. In terms of value, we'd be talking about millions per annum. The market will ultimately decide, but that's where we're at,"
The old stadium, which was built in 1872, is being redeveloped in a joint venture between the two sporting associations into a €350 million 50,000-seater complex, due to open for matches in 2010.
Demolition was completed last month after planning permission was granted by An Bord Pleanala in March, amid strong objections from local residents. Redevelopment remains on schedule, according to project manager Colm Moran.
Work is expected to finish before the end of 2009 to make way for the first matches in early 2010.
The Labour Party, meanwhile, has accused the IRFU and FAI of "prostituting the name of the new Lansdowne Road as a revenue raising exercise" for its redevelopment.
Ruairi Quinn, Dublin south-east TD, said: "Lansdowne Road is our national stadium, it is the oldest international rugby stadium in the world and it deserves to preserve its famous name which is recognised all over the world.
"To sell out the name would greatly disrespect the heroes of Irish sport who represented our nation with great pride in such a famous venue," he said.
