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News
Two big off-pitch updates for Tottenham as £100m deal agreed
Tottenham are routinely considered one of the best run clubs in the world from a financial perspective – but there is one area where they unequivocally failed.
As well as engineering the move to the new stadium, Daniel Levy and his ENIC colleagues have created a club which values itself at £ꦑ3.75bn.
That is thanks to Spurs’ £228m commercial income, their superb infrastructure, their tr💙end-defying cost control, and a growing 🌠overseas following.
Fans are justifiably frustrated at what is perceived as a conservative approach in the transfer market, as well as the increasing commercialisation of the club, but Spurs are an investor’s dream.
Illustrating this, the club have one of the most diver🐭sified sponsorship portfolios in the Premier League.
Spurs’ biggest deals with AIA, Nike and Kraken account for just 36 per cent of their overall commer🅺cial income, compared to Arsenaꦿl’s 81 per cent, Chelsea’s 55 per cent, and Man United’s 52 per cent.
However, they have so far missed an opportunity to grea🐈tly increase their guaranteed revenue base and further pluralise their commercial income.
READ MORE SPURS NEWS: £3.75bn Tottenha🌺m takeover updat🐻e as ‘one of football’s most powerful’ billionaires speaks out
£100m naming rights deal struck elsewhere in London; Spurs tracking Man United developments
When Sౠpur moved into the Tottenham Hotspur Stadium in 2019, Levy insisted that securing a naming rights deal was a top priority for the club.
And while he has since suggested that the brand benefits of having ‘Tottenham’ above the door have made that a less pressing concern, naming rights are still a hot topi💝c.
Former chief commercial officer Todd Kline, who has now left for Chelsea, expli🍒citly said that his mission in his role was the secure a naming rights deal, for which the club initially wanted £25m per season.
Many analysts have suggested that figure is 𝔍far too optimistic and is based on the US market, where naming rights are more valuable.
However, recent developm꧙ents suggest that there is still ღhuge value in the UK naming rights market too.
Firstly, as relayed by as reported by the , English rugby are set to earn £100m ov𒊎er the next 10 years from Twickenham’s newly agreed naming rights deal with Allianz.
In that deal, Spurs have a direct London benchmark, and they will argue that the exposure that a brand would get at a Premier League stadium would be fa🌊r greater.
Sec🥀ondly, Man United front-of-shirt sponsor Snapdragon are interes🐬ted in the naming rights for Old Trafford, per The .
United could use a naming rights deal at Old 🐻Trafford as part of a wider effort to fund a move to a new stadium, it is claimed.
That will give Spurs succour that, just beca🌟use they are now several years into their residency at the 62,850-seater stadium, the naming right🎶s are still valuable.
TBR Analysis: How much are Spurs’ naming rights really worth?
A £25m deal is out of the question when you consider that Barcelona, one of the♏ biggest brands in football, earn far less than that in their Camp Nou deal with Spotify.
However, a report from indsutry experts Kroll projects Spurs’ rghts to be worth £15m annually, which is more than United’s estimated £12.85m.
But given that United, West Ham, Everton and Spurs are all looking for a naming right🌊s deal simultaneously, the North Lon⛄don club’s leverage is reduced.