Welsh Rugby Union chairman Gareth Davies has admitted that it will take time for the public to get used to the Millennium Stadium's name change to the Principality Stadium.
The announcement was made on Tuesday after the WRU, which owns the ground, struck a 10-year sponsorship deal with the Principality Building Society, reportedly worth in the region of £15m.
"It will be a challenge to embed the name into the Welsh psyche but other grounds have managed it - look at the Aviva Stadium in Dublin (formerly Lansdowne Road) - and we want to do that as soon as possible," said the former Newport Gwent Dragons chief executive following the announcement of the deal.
"The stadium enjoys a worldwide reputation and has become an international symbol for our nation, so it is highly appropriate that one of our principal partners now has even stronger links with Welsh rugby through these naming rights."
Chief executive of the Cardiff-based building society Graeme Yorston added: "We share a strong history of shared values with the WRU and we are delighted to put our name to the home of Welsh rugby - a home that truly belongs to the nation and is at the heart of Welsh life."
The stadium will host eight matches at the upcoming Rugby World Cup, which begins on September 18.
Colm Hayes
