Danny Mills says that Tottenham’s London location makes a “huge difference” to the club’s ability to secure sponsorship after announcing a new deal with shirt sponsors AIA.
Speaking exclusively to Football Insider, the former Leeds and England defender highlighted Nike’s decision not to extend their deal with Manchester City as an example of how geography was crucial in the sponsor’s decisions.
Mills says that being based in the capital gives Spurs an advantage over their rivals located elsewhere across the country, while singling out South Korean and Spurs superstar Son Heung-min as another factor which has played its part.
Mills told Football Insider: “They’re London based and that makes a big, big difference. It makes a huge difference, in fact, in terms of what companies want to be associated with around the world.
“I say that because Nike were happy to drop Manchester City, they want the Nike London beamed around, Nike Paris, Nike New York – all these types of things and that’s often a bigger part of these sponsorship deals.
“People are looking at it and thinking it’s an awful lot of money, I’m sure they can afford it. It’s prominence. Having the likes of Son Heung-min in there – let’s not forget they (AIA) are a Pan-Asian insurance company – who has won the Asian Cup and things like that, will help.”
Tottenham and AIA have been in partnership since the insurance firm took over as the club’s shirt sponsor for cup competitions back in 2013, becoming their main shirt sponsor from 2014 onwards.