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News
Tottenham strike landmark deal which is first of its kind since 1991
Tottenham have struck a landmark deal which will see them exploit a potential commercial goldmine worth up to £10million.
Spurs are among the best clu🦂bs in world football when it comes to extending their brand into overseas markets, and their latest arrangement continues the trend.
As reported by , the Premier League ha🌱ve this week agreed a media rights deal with Japanese streaming service U-Next, who will now air the competition in the territory from next season.
That news comes a week after the to⛎p flight signed a similar agreement for their broadcast right𒈔s in South Korea, where theirꦑ rights have historic🍰ally been packed with Japan’s.
Those two arrangements, which are believed to represent an uplift on the value of deals in the previous rights cycles, are emblematic of east-Asia’s growing interest in football.🍎
One ultra-lucrative way that Daniel Levy and his colleagues behind the scenes are capitalising on this is through pre-s𒁏eason tours.
In 2022-23, they toured the Asia-Pacific. Now, they have announced that they will be returning to Japan for the first timeꦅ since 1991.
Tottenham’s pre-season tour in detail
Spurs will play J1 League ch🌞ampions Vissel K𝓀obe in Tokyo’s Japan National Stadium on 27 July.
The North London side have also planned rendezvous with three Spurs supporters c🐠lubs in Japan Spurs, Osaka Spursꦛ and Kobe Spurs.
As well as having a historic connection with the nation going back to their first visit in 1971, manager Ange Postecoglou spent three years there wi🐼th his old side Yokohama F. Marinos.
Th✱ere will likely be open-air training sessions, while the club have also signalled their intention to participate in local charitable initiatives and deliver a technical programme for local players and coaches.
How much will Spurs’ trip to Japan be worth financially?
Our analysis, based on industry benchmarks and context-specific multipliers, concludes that the tour could be worth up to £10mi𓂃llion to Spurs all told.
As well as a sizable match fee and a slice of ticket sales, 𝓀Spurs will squeeze more money out of the tour through merchandising and player appearances/events.
They will also shortly announce an official sponsor for the tour, which will be likely🌄 be worth a seven-figure sum.
Previous examples of official ꦰtour partners in🀅clude Coupang, who used Spurs’ tour to Korea last season to advertise their streaming services.
More broadly, tours of this nature expand a clubs’ market reach, potentially supercharging their commercial income further ﷽down the line.
Pre-season tours provide value to existing sponsors too, giving Tottenham license to barter for higher prices ☂when deals are next up for negotiation.