Tottenham backed to launch multiple new teams as ‘ultimate aim’ revealed
Tottenham appear to be taking the first steps towards becoming a multi-sport club, Football Insider has been told.
The North Londoners recently signed a historic 15-year deal with Formula 1, which will see an electric karting facility and London’s longest indoor track installed at their 62,850-seater stadium.
The partnership, which incorporates a new driver academy and career development programme, is set for a hard launch in the autumn, by which time the necessary infrastructure will have been installed.
Spurs also have a lucrative contract to host at least two NFL games a year at their home ground and have staged multiple blue-chip boxing matches since the venue opened in 2019.
Rugby union too is played at the stadium, which was included in England’s unsuccessful bid to host the 2026 Hockey World Cup.
Significantly, however, none of the teams or organisations that stage events at the Tottenham Hotspur Stadium are under the club’s control.
But Richard Busby – an industry insider and CEO of BDS Sponsorship, one of Europe’s leading commercialisation agencies – believes that might not always be the case.
“I think the ultimate aim for Tottenham is to try and become a multi-sport club,” he told Football Insider.
“As well as concerts, you’ve got American football, F1, Boxing. A sponsorship deal will normally just be football-linked. But if you have all these other sports and events, your offer is extended across a whole range of lifestyle interests.
“If you don’t like football, there are a lot of other things they can provide. If you’re inviting potential new partners, there are other things you can show them.”
Busby explained that branching out into other sports is perhaps the most efficient way of reaching new consumers which the club would otherwise be unable to attract.
“The big problem with Tottenham is that they don’t have the global following of the other major teams. They are innovative, sure. But ultimately, they haven’t got the heritage of some of the other teams.
“In Spain and Italy, some of the clubs own basketball teams. They actively do more than one sport, owning the teams rather than merely renting the facilities.”
From Formula 1’s perspective meanwhile, Busby believes that their deal with Spurs could be supported by big names from within the sport and is intended to establish a foothold in the capital
“There is a new Formula 1 bar opening in London, which is part of the new owners’ plan of striking licensing deals. They are trying to spread their wings and make themselves more relevant.
“I notice they haven’t mentioned who is driving. It will be interesting to see if any major drivers take part. I think the deal will be linked to some kind of personal appearance.”
In other news, Tottenham step up Alex Scott chase after Man City masterclass amid “£20m” update.