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Tottenham and Arsenal learn winner of off-pitch battle as £100m windfall on the cards
Tottenham have got the better of North London rivals Arsenal in a key financial battleground.
Arsenal have been a global brand for decades, while Spurs’ overseas popularity is more of a contemporary phenomenon.
But in terms of how the two clubs monetise their badges, Spurs have stolen a march on Arsenal in recent years.
That is thanks in large part to their spectacular stadium, which not only brings in over £100m in matchday income per season but has also facilitated huge commercial expansion for the club.
Daniel Levy’s club earned £228m from commercial income streams in 2022-23, the last financial year for which data is publicly available.
Arsenal’s commercial income over the same period was £173m, a respectable figure in isolation but one which is dwarfed by Spurs and every other club in the so-called Big Six.
Why have have Spurs been able to accelerate away? Partly, it is related to one of the most divisive elements of modern football.
Spurs outgrowing Arsenal in social media metrics
While it might seem trivial on first inspection, social media is now a key consideration for every club’s commercial department – and, in turn, their transfer budget.
Spurs have realised this and have scaled their social media team in recent years, and it appears that the increased investment is generating a clear return.
According to new analysis from the respected organisation, no club in the Premier League grew its social media following than Spurs in 2023-24.
Their total number of followers across Facebook, Instagram, X, YouTube, TikTok and Reddit grew by 11 per cent, with 11.3m new followers.
Arsenal’s social following grew by 6.7m in that same time, a seven per cent increase.
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TBR Analysis: Social media key to £100m Spurs cash stream
It may get on the nerves of a lot of bedrock fans but, for overseas supporters, a social media presence is effectively the store front for clubs like Spurs.
Tens of millions of fans engage with Spurs through these mediums with a huge impact on how much potential sponsors are willing to pay to be associated with the club.
A report from the institute found that Spurs income from sponsorships in 2023-24 was just north of £100m – and a huge chunk of that is attributable to social media.
Commercial income now accounts for almost half of Tottenham’s total turnover.
And when Daniel Levy comes to set his transfer budget ahead of any given new season, this cash pile is absolutely central to how much Ange Postecoglou gets to spend.