Stefan Borson 'really concerned' by Tottenham sponsorship situation: 'Red flag'

Tottenham Hotspur should be worried about their struggles to find a deal for a new front-of-shirt sponsorship.

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that the inflow of potential deals in football has been a "red flag" for quite some time.

Spurs are currently sponsored by AIA, collaborating in a "healthy living" series, one that appears to have been quite successful. There are just 12 months left on the deal, however.

Surrounding clubs are beginning to strike deals for future sponsorships, but after a disastrous season in the Premier League, nearly getting relegated, concerns are emerging in North London.

Borson has become concerned by the Lilywhites' current situation, having believed to have already lost £20million off their front-of-shirt sponsorship value.

It all makes for very stark reading ahead of the end of the the 2026-27 campaign, but Roberto De Zerbi could play a big role in recoverying matters financially.

Tottenham sponsorships struggles a 'red flag', saying Stefan Borson

Speaking exclusively to Football Insider, Borson said: "There is a problem generally on front of shirts. I've spoken about this a lot over the last few years.

"Just the lack of new entrants onto the front of shirts from blue-chips around Europe has been a red flag for quite some time. It's not just in the UK either. It's also been happening in Italy and Spain.

"We are in a situation where it's very hard now to replace your front of shirt if you lose a long term partner. We've seen it with Newcastle, Villa, Chelsea. These are some of the best propositions around.

"They've done well generally on the commercial side since the new stadium was built, and they'll remain an interesting proposition because it still remains Central London.

"And if they can get it right on the pitch, then it's still going to be attractive to people. What would really concern me as somebody in the Spurs commercial team is that they'll have been out already pitching to potential sponsors for a few months because we've known about AIA's coming off the front of shirt.

"If they can get a good bit of momentum next season, no Champions League, better on the pitch, new manager, then they've got more of a chance of being attractive to an advertiser who wants a major London club with potential Champions League exposure."

2026-27 won't the end of Tottenham-AIA partnership

While AIA will no longer be Spurs' front-of-shirt sponsor after the 2026-27 campaign, that does not mean that the entire partnership will cease to exist.

The company will switch to becoming the Global Training Partner from July 2027 through to June 2032, with the main worry only over the front-of-shirt sponsor.

Manchester United have recently agreed a big-money deal with Betway. With betting companies set to be banned from front of shirts, United have taken the partnership in a different direction.

Betway will become the main sponsors of the Red Devils' training kits, which will be a huge boost to the club's finances, and Spurs will be hoping to achieve similar.