‘Enormous’ – Tottenham owners plan to agree £250m naming rights deal
Tottenham’s owners are ramping up their efforts to secure a stadium naming rights partner after a new update has emerged.
Tottenham have been in talks over a stadium naming rights deal since their state-of-the-art facility opened in 2019.
The Telegraph reported on 4 December Alex Scotcher is set to join Spurs as their new commercial director in January, having previously worked on naming rights deals for Everton and Valencia.
Scotcher is joining Thomas Frank’s side from Elevate – a US-based sports and entertainment consultancy firm – where he was senior vice-president of global partnerships for more than three years.
The newspaper said the appointment is viewed as a clear signal Tottenham’s owners are looking to end their long wait to find a naming rights sponsor for their 62,850-capacity stadium.
Premier League clubs facing major sponsor issues
Former Man City financial adviser Stefan Borson exclusively told Football Insider Tottenham are looking to agree a 10-year deal worth £25million a year, taking the overall value to £250m.
Spurs have missed out on six years’ worth of revenue after so far failing to reach an agreement with any interested parties.
Speaking exclusively to Football Insider about Tottenham’s stadium naming rights struggles, Borson said: “It’s just the reality of naming rights deals within football are really hard to do. More generally, the sponsorship deals are getting really hard to do. We’ve got half the league on gaming sponsors who are going.
“You’ve got Chelsea without any front-of-shirt sponsor despite some of the rumours about Oracle and other people many times. We’ve heard this rumour over and over again that they’re close, they’re really close, they’re super close this time, and yet nothing happens. They’re finding it very difficult.
“Then you’ve got the other clubs. Arsenal have had Emirates for almost 20 years. City have had Etihad for maybe 15 years. Standard Chartered have been with Liverpool for maybe 15 years. United have changed their sponsor but have had to take a down deal in some of the revisions over the years.”
Meanwhile, Tottenham are also looking to agree a new front-of-shirt sponsorship after it was confirmed their deal with the AIA Group, which has been the club’s primary shirt sponsor since 2013, will not be extended beyond the 2026-27 season.
Tottenham chief to agree two sponsor deals
Borson insisted Scotcher will be looking to agree a new shirt sponsor deal alongside finding a stadium naming rights partner.
“Spurs are going to lose their front-of-shirt sponsor and they’re going to go onto the sleeve, so that’s another reason why Alex Scotcher might be coming in,” said Borson.
“It’s really hard that sponsorship market, and it’s no different with naming rights just because the commitment’s enormous. These teams want 10 years committed at £25m-plus a year.
“It’s just a very expensive deal compared to what you can spend your money on elsewhere.”
Spurs’ latest published accounts for 2023-24 revealed their commercial income increased from £228m in 2022-23 to £255m.
That helped Tottenham generate the fifth-highest revenue in the Premier League after their turnover stood at £528m for 2023-24.
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