Tottenham are blowing ‘enormous’ sponsor advantage - finance expert
Tottenham have an “enormous” sponsorship advantage over some of their Premier League rivals due to their state-of-the-art stadium.
That is according to former Man City financial adviser Stefan Borson, who exclusively told Football Insider the appeal of Spurs’ stadium will only go so far if results on the pitch fail to improve.
The Telegraph reported on 19 February Tottenham have lost a key sponsor worth millions to the club following their on-field struggles.
The long-standing partner has notified the north London giants its deal will end this summer, with others believed to be weighing up whether to follow suit.
Spurs suffered a 4-1 defeat against rivals Arsenal in Igor Tudor’s first game as interim manager on Sunday (22 February), leaving them sitting just four points above the Premier League relegation zone in 16th place.
Why Tottenham are losing key sponsor deal
Tottenham have performed well commercially since moving into their 62,850-capacity stadium in 2019.
Deloitte’s 2026 Money League revealed Spurs' commercial revenue stood at £277m last season, helping them record an overall turnover of £565m.
Speaking exclusively to Football Insider, Borson discussed the issues Tottenham are currently experiencing as they face losing more sponsorship deals.
“I think it's a complicated situation because you've got uncertainty in a period where you would be currently having renegotiation discussions with brands and partners about next season,” said Borson.
“If you can't tell them which division you're going to be in or which European competition you're going to be in, if any, it's a more difficult conversation because they have a lot of choice.”
- Read More: Expert reacts to Tottenham financial update
How Tottenham's relegation fears are causing financial impact
Borson insisted the recent performances on the pitch will be impacting Tottenham’s ability to bring in major sponsorship deals and keep hold of the ones they currently have.
“If you're a leading brand, even in London, you've got multiple clubs you can look at,” said Borson.
“Spurs have got clearly an enormous advantage with the stadium, but that only goes so far.
“Ultimately, the product on the pitch is obviously poor right now and they have the relegation risk.”
Tottenham are into the last 16 of the Champions League, but winning the competition is their only realistic hope of securing European football again for next season due to their position in the Premier League.