Maguire pours cold water on Tottenham naming rights plan amid key update
Tottenham are underperforming in the league and in the middle of a global economic crisis — they’re unlikely to secure a record-breaking naming rights deal any time soon.
That is according to finance guru and new Football Insider columnist Kieran Maguire, speaking exclusively after this site reported that Spurs were holding out for £25million-per-year for the sponsorship of their stadium.
The 62,000-capacity arena opened to the public in April 2019 but has been without a commercial naming rights agreement since then.
Now, Amazon and Nike are among the nominal frontrunners, with chairman Daniel Levy keen to secure the most expensive naming rights deal in world football.
But the figure he is looking for might be a little too optimistic, claims Maguire.
He told Football Insider correspondent Adam Williams: “They are attractive because they’re in London, because they’re in the Champions League on a regular basis, have high-profile players and presently a high-profile manager as well.
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“But they’re also 9th in the Premier League. So this could all evaporate very, very quickly.
“I think they’d do extremely well to get £25m-a-year because you’re taking over an existing stadium. If the stadium is named when it’s first built it then becomes associated with the stadium. I always remember Bolton’s stadium as ‘The Reebok’, for example.
“If the stadium is going to be two or three years old and then becomes the Amazon Stadium, is Amazon getting £25m of value for it? Are people going to refer to it as the Amazon Stadium or is it going to carry on being the Tottenham Stadium?
“Trying to get maximum market value out of that will be a challenge.
“Nike’s sales are down this year because people aren’t playing competitive sport. A lot of things have stopped in terms of merchandise-based products. It will take a while for the likes of Nike to crank up their business again, so spending money on something which could be hit or miss might be challenging.
“I think Spurs might need to temper their expectations with this one.”
Tottenham have been prolific in securing commercial deals this year as Levy looks to offset the negative fiscal impacts of the pandemic.
They struck a sleeve sponsorship agreement with Cinch in January and have in the last few days finalised a partnership with Ticketmaster.