WELSH Rugby Union chairman Gareth Davies insists it isn’t a mission impossible to get the public to refer to the Principality Stadium rather than the Millennium Stadium.

The governing body has agreed a 10-year deal with the Principality Building Society, believed to be in the region of £15million, for the home of Welsh rugby to have a title sponsor for the first time.

The change will take place next year with the Six Nations clash with Scotland on February 13 the first to be played at the Principality Stadium, although Davies admits it will take time for the new name to bed in.

"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.

"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."

He continued: "The stadium is an iconic landmark in Wales. The partnership with Principality will help the grass roots of the game."

The Millennium Stadium opened in June 1999 in time for the Rugby World Cup in Wales later that year.

The sponsor’s chief executive Graeme Yorston said calling it the Principality Millennium Stadium – similar to BT Sport Cardiff Arms Park or BT Murrayfield – was a no-goer.

"That was not an option for us because we are putting money into Welsh rugby," Yorston said. "Millennium had to get replaced by Principality.

"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 Millennium Stadium has been a well-used venue for major sporting and music events since the turn of the last century and will shortly host eight matches, including two quarter-finals, at the forthcoming Rugby World Cup. The 2017 UEFA Champions League final will also be played at the stadium.