The Tottenham Hotspur Stadium is one of the finest sporting venues in England, if not the world. The 62,850-seater stadium has state-of-the-art facilities and has played host to a number of other sporting and entertainment events over the years.

It is thought Daniel Levy and the club have been searching for a lucrative deal to name the stadium after a particular brand, but no such deal has materialised as of yet.

The venue is also part of the Euro 2028 bid from the UK and Ireland, but it is said that any sponsorship deal would mean Tottenham‘s ground could not be included in the proposal due to UEFA restrictions on brand-named stadiums for major tournaments (The Times).

LONDON, ENGLAND – FEBRUARY 05: A general view ahead of the FA Cup Fourth Round Replay match between Tottenham Hotspur and Southampton FC at Tottenham Hotspur Stadium on February 05, 2020 in London, England. (Photo by Matt Watson/SouthamptonFC via Getty Images)

Spurs are looking for the right brand

At the recent Q+A event with the fans, Daniel Levy was asked about the delays in striking a sponsorship deal for the stadium, and Football.London have shared what was said.

Chief commercial officer Todd Kline stepped in to answer first, saying: “Naming rights deals are complicated and we only have one opportunity to name the stadium. Getting the term, fee and brand partnered with all correct are difficult.”

Levy then added: “As well as identifying the right brand, the sector the brand operates in is important. Finding a brand and sector that matches the club’s values is vital.

“There is a trade off with the club’s own brand; where the value of the exposure of brand ‘Tottenham Hotspur Stadium’ in different markets draws in other revenue and benefits.”

Spurs Web Opinion

By the sounds of it, Levy is in no rush to make a deal happen unless it is with a brand that can surpass the weight that the name ‘Tottenham Hotspur’ carries itself.

The club is huge overseas in various regions like Asia and now Australia, too, and that will likely form a major part of the search for a sponsor.

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The report states that the Spurs have earned a considerable amount on sponsorship and merchandise sales over the course of the 2021-22 campaign.

Marc Atkins/Mark Leech/Getty Images

The club’s previous record, which was achieved in 2020-21, stood at £161.5m and the Lilywhites are now expected to announce record figures for the second season in a row.

It is explained that income from broadcasting is the bigger piece of the pie for almost all the clubs in the Premier League but Spurs’ earnings from commercial endeavours for 2021-22 have outstripped their TV earnings.

Football Insider reveal that this is the second time over the past decade that Tottenham have recorded a higher commercial income than TV income.

Two other Premier League clubs, Manchester City and Manchester United, are also reportedly set to announce commercial income that outstrips their earnings from media rights.

Tottenham are expected to officially release their full accounts at the end of the financial year on March 31.

Spurs web Opinion

The 2021-22 campaign was Todd Kline’s first full season as the chief commercial officer of the club and if the above report is to be believed, his appointment has certainly had the desired effect. Tottenham’s commercial income will likely continue growing over the next couple of years, given the partnerships the club have announced over recent months.

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Tottenham have not only suffered on the pitch but also heavily in off field affairs as well. The club recently declared a loss of £63.9 million in their annual financial report.

This, coupled with the fact that it was reported last June in Deloitte’s Annual Review of Football Finance 2020 which takes into account financial figures from 2018/19, that Spurs’ debt had risen to £534 million.

This debt, undoubtedly, has risen with the completion of the new stadium and, with lockdown rules across the UK, the club have been unable to reap the benefits of paying fans.

With all of this being considered, Tottenham will be looking to make some money and fast.

The most obvious way to do this would be to utilise the brand new stadium that has been built. This would come in form of the club selling off the rights for the name of the current Tottenham Hotspur Stadium.

As per reports from The Telegraph, Levy recently brought in Todd Kline as chief commercial officer, formerly of the Miami Dolphins, to oversee the renaming of the stadium.

Kline fronted the team that was in charge of the renaming of the Dolphins stadium to the Hard Rock Stadium in 2016 with a deal being struck in the region of £180 million.

This appointment has shown real intent by the club to secure the best deal possible and to see them slowly find their way out of the financial predicament that they currently find themselves in.

Manchester City currently have a deal in place with Etihad Airways reportedly worth €24.44 million per annum and Arsenal have a deal worth €18.58 million a year in place with the Dubai based airline, Emirates (Statista).

This goes to show how sought after the stadium rights are if the reported fees are believed to be true.

Amazon have apparently shown interest in being the company to claim these rights, while Nike have also been reported as an interested party as per reports from the Daily Mail.

The Daily Mail stated that Levy would be looking to secure a deal in the region of £25 million a year over a 10-20 year period.

Amazon and Nike do have a previous standing relationship with the North London club which was forged over the creation of ‘All or Nothing’ the documentary and Spurs’ current kits respectively.

If Levy and co. were to secure a deal along the lines of this it would be a huge financial boost for the club.

This cannot be understated as financial stability could, in the long term, lead to more squad investment which is something that the fans have called out for for many years now.

If the club’s debt was to be eased with a deal, then it could also mean that the owners would not feel the need to sell any current key players. A source told
Football Insider that it was inevitable a key player would be sold in the upcoming summer transfer window.

I believe that, if the club can find suitable investors and strike up a lucrative deal, then it could see a real upturn in Tottenham’s fortunes in contrast to the dark cloud that seems to be looming over the stadium at this moment in time.

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Spurs have not found a naming rights sponsor for the Tottenham Hotspur Stadium despite playing at the venue for almost two years.

To help the club achieve that objective, Spurs have landed Kline, who previously carried out the same role at the Miami Dolphins and helped the club reach an 18-year naming rights deal for their stadium with entertainment venue Hard Rock.

The deal was worth a reported to be worth around £180m, which was the third-largest in the sport at the time.

The report reveals that Kline will be charged with spearheading a similar deal for Spurs and will also be overseeing the club’s commercial operation, including corporate partnerships and media rights in his new role.

It is claimed that Amazon were one of the interested parties in buying the naming rights of Tottenham’s 62,303-capacity new home but no deal has been announced due to the financial impact of the pandemic.

The Mail asserts that Daniel Levy is thought to be looking for an agreement worth around £25m a season.

Spurs Web Opinion

The pandemic has had a much more determinantal impact on Tottenham’s finances than that of many of their rivals due to the substantial debt owed on the stadium. A lucrative naming rights deal would certainly help the club mitigate some losses but it will be a challenge to push through in the current financial environment.

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