The Tottenham Hotspur Stadium is rightly regarded as one of the very best sporting venues in the world right now. Since opening its doors in 2019, the stadium has not only been the home to Tottenham’s football team, but has also hosted NFL and boxing matches, and even music events.

With a capacity of 62,850 and its state of the arts facilities, the Tottenham Hotspur Stadium was always likely to be included in the UK and Ireland’s bid to host Euro 2028. Along with Wembley Stadium, the Spurs ground is one of two London venues included in the proposal.

There was a concern, at one point, that Spurs may have to pull out of the bid, however. UEFA restrictions prohibit any stadium with a branded name from being involved in major international tournaments (The Times).

Tottenham have been looking for a sponsor for their stadium for some time now, but Daniel Levy did admit recently that this is no longer as much of a priority (Bloomberg).

(Photo by SpursWeb)

Levy is proud to be hosting Euro 2028

With news that the UK and Ireland’s bid to host Euro 2028 has been given the green light, Levy has been speaking to the club’s social media about the success.

He said: “When we designed this stadium, we had the idea that this would be a multi-use stadium. We’re very proud that UEFA has decided this stadium is fit to host Euro 2028… It’s international recognition for the stadium.”

Spurs legend, Ledley King, added: “The European Championships are a big deal… Being the host nation in 1996 had a big impact on me as a kid, and the rest of the country. The Euros will always play a huge part.”

“It’s international recognition for the stadium to be hosting the Euros – we’re very proud.”

Hear from Daniel Levy, Sadiq Khan, Ledley King and community leaders on the impact of #Euro2028 coming to Tottenham

— Tottenham Hotspur (@SpursOfficial) October 10, 2023

Peray Ahmet, the leader of Haringey Council, reckons this will “put Tottenham on the map” and is excited for “the whole world” to be watching.

And, Tottenham defender, Micky van de Ven has spoken on the decision, too, adding: “When the Euros are in your country, you feel it a bit more. For the kids, it will be a huge thing… it feels like home.”

Spurs Web Opinion

This is a huge success for Tottenham and it will be a fantastic occasion when the tournament rolls around. It is an interesting one, too, in terms of the naming rights for the stadium, which you would assume is an issue that will be put on hold until after the Euros now.

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Next summer’s European championship will take place in Germany but the hosts of the 2028 tournament are yet to be officially confirmed.

However, Football.London have now reported that the joint bid from the UK and Ireland is expected to be announced as the winning one by UEFA on October 10 after Turkey withdrew their bid to host the tournament.

LONDON, ENGLAND – APRIL 08: A general view of Tottenham Hotspur Stadium, home of Tottenham Hotspur during the Premier League match between Tottenham Hotspur and Brighton & Hove Albion at Tottenham Hotspur Stadium on April 8, 2023 in London, United Kingdom. (Photo by Stephanie Meek – CameraSport via Getty Images)

Tottenham selected as a premier London venue

The outlet explains that two London venues have been included in the bid – the Tottenham Hotspur Stadium and Wembley.

The other English grounds that will host games during the tournament are Villa Park, St. James’ Park, Etihad Stadium and Everton’s new stadium at Bramley-Moore Dock.

In addition, matches will be held at Glasgow’s Hampden Park, Cardiff’s Principality Stadium, Dublin’s Aviva Stadium and Belfast’s Casement Park.

Spurs Web Opinion

It is certainly not surprising that the Tottenham Hotspur Stadium has been chosen ahead of the London Stadium, The Emirates and Stamford Bridge as it has undoubtedly emerged as the best sporting venue in the capital since its opening.

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Since opening in 2019, Tottenham have been looking for a lucrative sponsorship deal for the naming rights of the Tottenham Hotspur stadium

Image: @snapshotspurs

The state-of-the-art venue is regarded as one of the best in the world, with facilities for various sporting and entertainment events, ranging from NFL, boxing, and music concerts.

The 62,850-seater stadium has been selected as one of ten stadiums for the UK and Ireland’s bid to host Euro 2028 (Sky Sports).

However, UEFA rulings insist that any stadium name must be free of brand affiliation, which could cause issues for Spurs as they look for a sponsor (The Times).

A recent report from Football Insider suggested that UEFA would not make an exception to their ruling, despite Tottenham’s desire to discuss terms with companies like Google and Amazon.

Now, the same publication has word from Maguire that Spurs may end up abandoning their plan to help host Euro 2028 so that a sponsorship deal can go ahead.

Maguire said: “Spurs will continue looking for a multi-year deal with a naming rights partner.

“The money that will generate will dwarf any money they could potentially bring in from hosting two or three games in Euro 2028. Ultimately, the commercial decision takes priority.

“There will be flexibility in terms of hosting matches and it will be something the Tottenham board are happy to sacrifice.

“Daniel Levy was hoping to push this through, but the naming rights deal is the club’s top priority deal.”

Spurs Web Opinion

I had a feeling it would go this way. There’s not a chance that Levy would consider ditching the sponsorship deal in favour of being a part of the Euro 2028 bid.

Given the commercial benefits of any branding, it’s no surprise that would take precedence for the Spurs chairman.

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The state-of-the-art stadium has been in use since October 2019, and is regarded as one of the top sporting venues in the world now.

Jacques Feeney/Getty Images

With a capacity of 62,850, numerous advanced features, and being located in the heart of London, the Tottenham Hotspur stadium has been utilised for many different sports and events.

The versatility of the arena to host other events makes it one of the most desirable stadiums of its kind.

Tottenham Hotspur hope to host the Champions League final at some point after 2026 (Football Insider).

The venue has also been selected to be a part of the UK and Ireland’s bid to host Euro 2028 (Sky Sports).

It has previously been reported that Tottenham Hotspur’s pursuit of a top brand to sponsor their stadium could become an issue for the bid, as UEFA demands all venues used at major competitions remain unbranded (The Times).

Now, it seems that issue has resurfaced. The latest from Football Insider claims UEFA are unwilling to budge on their rules and will not make an exception for Tottenham Hotspur.

The report cites Google and Amazon as potential sponsors, with Spurs hoping to strike a “deal that will likely be worth in excess of £200 million over a 10-year-plus contract.”

The Etihad Stadium is prepared to be renamed the Manchester City stadium for the tournament, and the Aviva stadium in Ireland will be renamed the Dublin Arena.

However, it is thought Tottenham Hotspur have “shown less willingness to compromise.”

Spurs Web Opinion

I can totally imagine a scenario where the Spurs board push ahead with the decision to sign up with a big-name sponsor regardless of what it means for the Euro 2028 bid.

Whether UEFA will back down or not remains to be seen, but we know Daniel Levy gets what he wants most of the time.

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With a capacity of 62,850 and many state-of-the-art features, the Tottenham Hotspur stadium is regarded as one of the finest sporting venues in the world right now. The location in the heart of London and the versatility of the arena to host other events, makeing it one of the most desirable stadiums of its kind.

The club have already signaled their intentions to host the Champions League final after 2026 (Football Insider) and the venue has been on the shortlist of the Euro 2028 plans throughout the course of the bid (The Times).

With Spurs still yet to secure naming rights for their stadium, there was some concern that a branded partnership with the likes of Google or Amazon could prove detrimental to the Euro 2028 bid, as all stadium names must be absent of affiliation to brands as per UEFA regulations (The Times).

That does not appear to be an issue right now however, as the Tottenham Hotspur stadium has been named as one of the ten venues as part of the bid to host Euro 2028.

Sky Sports have revealed the final ten stadiums to make the cut. The Tottenham Hotspur stadium joins Wembley as the only two London-based venues.

The other Premier League stadia selected are Villa Park, Everton Stadium, Etihad Stadium, and St James’ Park.

Outside of England, matches would be held in Dublin at the Aviva Stadium, in Belfast at Casement Park, in Glasgow at Hampden Park and at Cardiff’s Principality Stadium.

Image: @snapshotspurs

Spurs Web Opinion

It’s no surprise that the Tottenham Hotspur stadium would be part of the final Euro 2028 bid. It’s one of the very best stadiums in the world, never mind in England or London.

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The Tottenham Hotspur Stadium is rightly regarded as one of the best sporting venues not just in the UK, but across the world. Its state-of-the-art facilities, versatility to cater to different events, and prime location in London make it a highly desirable venue.

(Photo by Tottenham Hotspur FC/Tottenham Hotspur FC via Getty Images)

With a capacity of 62,850 (TottenhamHotspur.com), the stadium is adequately equipped to host even the biggest games in football. Indeed, Tottenham Hotspur are believed to be interested in hosting the Champions League final after 2026 (Football Insider).

With the home nations aiming to play host for the European Football Championship in 2028, it makes sense that the Tottenham Hotspur stadium has made the shortlist of venues that would form the basis of this bid (The Times).

However, the fact that Tottenham Hotspur are in negotiations for the naming rights of their stadium could prove to be a stumbling block for the bid.

It is believed that Spurs have been in discussions with Google over a deal (The Athletic), while The Times reported links to other companies such as Amazon, Uber, and FedEx.

The problem is, UEFA rules insist all stadiums hosting in major international tournaments are “clean” of any branding. With this in mind, The Etihad is planning to revert back to the Manchester City Stadium, while the Aviva Stadium in Dublin will be known as the Dublin Stadium.

So, if Spurs are to sign a deal with any big brand like Amazon or Google, they would be unable to participate in the Euro 2028 bid, or risk losing the home nations their hosting privileges altogether.

Spurs Web Opinion

The naming rights issue really needs to be cleared up as soon as possible anyway and this should be a motivation to get a deal done quickly so that we can then look into ways to make the stadium available for Euro 2028 without breaching any rules. We could perhaps feasibly have the ‘Google Arena’ for the next few years, for example, and then change back to the Tottenham Hotspur Stadium when needed.

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While many football fans prepare for an unorthodox winter World Cup, with Qatar 2022 just around the corner, plans are underway behind the scenes to organise Euro 2028.

The UK and Ireland are looking to submit a joint bid to host the tournament and, with this in mind, the work has to be done now to show how the tournament would work logistically.

According to The Times, the UK and Ireland are bidding against Turkey for Euro 2028. Turkey however, are also preparing a bid for Euro 2032, where they face competition from Italy to host.

There could be as few as six football stadiums in England used for the tournament, and the shortlist for prospective venues has now been narrowed down to ten. Arsenal’s Emirates Stadium, Liverpool’s Anfield, and Chelsea’s Stamford Bridge have not made the cut.

London looks set to play a key role in the bid though, with both the Tottenham Hotspur Stadium and West Ham’s London Stadium on the list. The national team stadium, Wembley, has also made the list.

Manchester rivals United and City both make the shortlist, with Old Trafford and The Etihad respectively. Similarly, North East rivals Newcastle and Sunderland also both have their grounds in the final ten.

Rounding out the ten candidates is Villa Park, Everton’s Bramley Moore Dock ground (which is still to be built), and rather surprisingly, Stadium MK, the home ground of League One side MK Dons.

Scotland, Wales, and Northern Ireland will have one venue each, with Ireland likely to have two stadiums involved in the bid – the Aviva Stadium and Croke Park in Dublin.

Spurs Web Opinion

It should come as no surprise that the Tottenham Hotspur Stadium is being considered to host such a big tournament. The North London venue is widely regarded as one of the best in the world now, and has already shown it is capable of catering to big events like the NFL. We would be very surprised if the Tottenham Hotspur Stadium isn’t one of the final confirmed venues for the bid.

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The Daily Mail reported last week that the European Championship in 2028 is set to take place in the United Kingdom and the Republic of Ireland as Turkey planned to withdraw their bid to host the tournament.

The report named the Tottenham Hotspur Stadium as one of the venues were matches are set to be played if the tournament is hosted in the UK and Ireland.

Maguire explained that hosting Euro 2028 matches might not be as lucrative for clubs as hosting other events since UEFA themselves have official alcohol and catering partners.

However, he hinted that Tottenham would be able to generate higher income from the matches than some other grounds due to the number of premium seats at the Tottenham Hotspur Stadium.

When asked about Euro 2028 games being held at Spurs’ home ground, Maguire told Football Insider: “They make a lot of money from catering generally, around £800,000 per match.

“But UEFA themselves have an official alcohol partner and catering partners etcetera. So it won’t be as lucrative as it might have been historically.

“But what Spurs have in their favour is that they have lots of premium-price seats in the stadium.

“Presumably, they will be getting a commission for each of those sold as well as a portion of catering receipts in those areas.”

Spurs Web Opinion

I suspect we are only going to see an increase in the number of events (other sports, concerts etc) held at the Tottenham Hotspur Stadium over the next few years. The stadium was clearly designed for that purpose and the club will be keen to maximise the earning potential of the venue.

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The Daily Mail recently reported a joint bid to host the tournament had been launched, with it expected to be unopposed and successful.

Turkey are expected to withdraw their proposal having been turned down for Euro 2016 and 2024, while Russia’s current sporting restrictions has ruled them out of the running. 

As such, Spurs’ state-of-the-art Tottenham Hotspur Stadium has been named as one of 18 venues planning to host the fixtures, with the financial rewards at stake likely to benefit the club in the long haul. 

Plumley, a sports finance lecturer at Sheffield Hallam University, believes Spurs will rake in a small amount from UEFA’s set hosting fee, while the club’s 62,850-seater arena will make up ‘significant’ gains through match-day operations. 

He told Football Insider: “You are potentially looking at a hosting fee. Most of the ticket money goes to Uefa. There are no details readily available in terms of the breakdown of a hosting fee.

“But you are also looking at leverage, so there’s some secondary spend they might be able to tap into.

“It’s a small direct financial gain but they will be able to generate more significant money when fans are in and around the stadium.”

Spurs Web Opinion 

If the UK and Ireland’s bid is indeed successful, then Tottenham’s new stadium will definitely be in the running to host some of the fixtures. That will please chairman Daniel Levy, who will use the arena to its full advantage as well as the club shop for merchandising to maximise what is a rare opportunity. 

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