(Credit: Manh Tung - Breaking Media/Imago)
(Credit: Manh Tung - Breaking Media/Imago)
Finance

Exclusive: Tottenham plan to agree £60m sponsor deal after confirmed news

James Murray
James Murray

James holds a degree in Sports Journalism and Communications (MA) from the Real Madrid Graduate School. He has experience working for a number of local news outlets as well as the Sunday Mirror and Real Madrid TV. James is from Scunthorpe and has an affinity with Scunthorpe United, but is also a huge West Ham supporter and an expert on all things to do with the Hammers. He started working for Breaking Media in July 2023, initially writing on the Club Sites, where he specialised in West Ham content, before moving to Football Insider – where he is now an expert in football finance, speaking regularly with Stefan Borson and Keith Wyness to generate high-quality content in all things related to finance in the Premier League, Football League, and Scottish Premiership.

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Tottenham are looking to agree a new front-of-shirt sponsorship deal worth up to £60million, sources have told Football Insider. 

The AIA Group has partnered with Tottenham for more than a decade, with its logo featuring on the front of the club’s shirts since 2013. 

However, Spurs confirmed on Tuesday (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 be looking to reach an agreement with a new shirt partner worth between £50-60m. 

Mohammed Kudus in action for Tottenham
Tottenham are looking to agree a new front-of-shirt sponsorship deal (Credit: Imago)

Tottenham sponsor update expected after Son Heung-min exit

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 £80bn, will see its logo feature on Spurs’ training kit from 2027 to 2032 as part of the new agreement. 

Baczek admitted AIA’s downgrade is “surprising”, but he revealed it has been anticipated it could happen following the departure of Son Heung-min in the recent summer transfer window. 

Tottenham sold Son to Los Angeles FC for around £20m, with the South Korea international a hugely popular figure across Asia. 

Thomas Frank’s side are now working behind the scenes to find a new front-of-shirt partner to replace AIA. 

In terms of the biggest shirt deals in the Premier League, Liverpool could bank more than £100m a year from their new agreement with Adidas. 

Manchester United’s deal with Adidas is worth £90m a year, while Arsenal rake in around £75m from the German kit supplier. 

How much commercial 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. 

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. 

Thomas Frank Tottenham in blue and white tracksuit top smiling
Thomas Frank was appointed as the new Tottenham manager in June (Credit: Imago)

Tottenham could agree a lucrative stadium naming rights deal to strengthen their revenues further after holding talks with various parties. 

However, it is believed finding a new front-of-shirt partner will be easier than agreeing the stadium naming rights after six years have passed without a deal in place. 

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