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Tottenham announcement expected soon as record £150m off-pitch deal hangs in balance
Tottenham are expected to make an announcement this summer that could be key to securing a £150m-plus windfall.
Spurs are the most profitable club in the history of the Premier League and have generated £2.2bn in revenue since moving to their new stadium in 2019.
And in that time, commercial income has risen almost as steeply as the cash the North London club generate through the turnstiles.
Tottenham generated £228m from sponsorship, merchandise and other commercial sources in 2022-23, the last full season for which financial data is available.
They will likely reveal that they have broken that record again when the time comes for them to release their accounts for 2023-24.
However, one blockbuster sponsorship deal has eluded them.
But the arrival of a new figure behind the scenes at Hotspur Way could be about to change all that.
Spurs expected to announce new chief commercial officer
In a cursory in February this year, Spurs announced that chief commercial officer Todd Kline was being placed on gardening deal with immediate effect.
It was later widely reported that Kline was set to join Chelsea in a similar senior commercial role.
The former Washington Redskins operator, who divided opinion in North London and under whose watch there were a number of departures in Spurs’ commercial department, joined the club in 2021.
Shortly after his appointment, he revealed that his top priority was to secure a naming rights deal for the club’s world-class new stadium in N17.
He has failed in that ambition, though Daniel Levy has somewhat spuriously claimed Spurs have not yet signed a deal because of the benefits of having their brand associated with the NFL and acts like Beyonce.
Significantly, Spurs have not yet announced his successor.
Whether an appointment has been made quietly without being officially announced is not known, but the club are expected to break their silence on the matter soon.
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Time running out for Spurs to seal £150-plus naming rights deal
Most analysts agree that Spurs could earn around £150m over the course of a 10-year naming rights deal.
However, given that Spurs are now five years into their residency at the stadium, they run the risk of failing to secure a deal at maximum value.
The conventional wisdom in the sponsorship industry is that the longer a club waits to secure a naming rights deal, the less value they are able to extract.
And given that West Ham, Everton and now Man United are also potentially seeking similar deals for their stadiums, a branding agreement will surely be top of the agenda for Spurs’ new commercial director.