Exclusive: Tottenham could land £75m windfall after sponsor deal agreed
Tottenham could earn up to £75million from their new sponsorship agreement with the AIA Group, sources have told Football Insider.
AIA has partnered with Tottenham for more than a decade, with its logo featuring on the front of the club’s shirts since 2013.
Spurs confirmed on 4 November the Hong Kong-based insurance group’s shirt deal will not be extended beyond the 2026-27 season and it will instead become the new training kit sponsor.
Tottenham’s existing agreement with AIA is worth £40m a year, making it one of the most lucrative deals of its kind in the Premier League.
Sports business expert Lukasz Baczek exclusively revealed to Football Insider Tottenham will receive around £10-15m a year from their training kit partnership with AIA.
Tottenham plan to agree £60m shirt sponsor deal
Tottenham extended their shirt sponsorship with AIA for a further eight years in 2019, taking its value to £320m over the lifetime of the deal.
The Asian insurance giant, which has a market cap of more than £80billion, will see its logo feature on Spurs’ training kit from 2027 to 2032 as part of the new agreement, potentially taking the overall value to around £75m over the five years.
Tottenham’s current training kit sponsorship with BetMGM is believed to be worth around £10m a year and expires at the end of the 2026-27 campaign after agreeing a three-year deal with the gambling company in the summer of 2024.
Thomas Frank’s side are now working behind the scenes to find a new front-of-shirt partner to replace AIA.
Football Insider revealed on 7 November Tottenham are planning to agree a £60m deal for their primary shirt sponsorship.
However, that price could be difficult to achieve as Chelsea are yet to agree a new front-of-shirt deal for this season due to their £60m valuation.
How much revenue do Tottenham generate?
Tottenham have been making efforts to boost their commercial revenue since they moved into their 62,850-capacity stadium in 2019.
The north London giants’ latest published accounts for 2023-24 revealed their commercial income increased from £228m in 2022-23 to £255m.
That helped Spurs generate the fifth-highest revenue in the Premier League after their turnover stood at £528m for 2023-24.
In terms of other opportunities to boost their revenue, Tottenham could agree a lucrative stadium naming rights deal after holding talks with various parties.
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