Exclusive: Tottenham plan to agree £20m naming rights deal as new arrival heads in
Tottenham are looking to agree a £20million-a-year stadium naming rights deal after appointing a new commercial chief, sources have told Football Insider.
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 Thursday (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.
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.
Sources say the north London giants value their stadium naming rights at around £20m.
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Tottenham have missed out on six years’ worth of revenue after failing to agree a deal for their stadium naming rights.
It is understood former executive chairman Daniel Levy turned down offers worth between £10-15m a year as he waited for the right deal to be tabled.
Scotcher’s arrival is expected to ease the process of landing a lucrative deal for Thomas Frank’s side.
The commercial expert is joining Tottenham from Elevate, where he was senior vice-president of global partnerships for more than three years.
The US-based sports and entertainment consultancy firm was hired by Everton as their sponsorship sales agency, with Hill Dickinson named as the club’s stadium sponsor in May.
It is believed the Liverpool-based law firm is paying around £10m a year for the Toffees’ stadium naming rights over the next decade.
Scotcher is now the man charged with helping Spurs land a similar deal at an increased price.
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.
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The Lewis family are taking a more active role in the day-to-day operations at the Tottenham Hotspur Stadium after Levy’s departure was confirmed in September.
Meanwhile, Peter Charrington is operating as non-executive chairman, with Vinai Venkatesham spearheading the leadership team after joining as chief executive.
Tottenham are looking to build on the strong foundations Levy put in place before his exit as they look to seal a stadium naming rights deal in the near future.
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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