Tottenham plan to finalise ‘massive’ naming rights agreement after new deal is done
Tottenham are continuing their search for a stadium naming rights partner after hiring a new commercial chief.
Tottenham have been in talks over a stadium naming rights deal since their state-of-the-art facility opened in 2019.
The Telegraph reported on Thursday (4 December) Alex Scotcher is set to join Spurs as their new commercial director in January, having previously worked on naming rights deals for Everton and Valencia.
Scotcher is joining Thomas Frank’s side from Elevate – a US-based sports and entertainment consultancy firm – where he was senior vice-president of global partnerships for more than three years.
The newspaper said the appointment is viewed as a clear signal Tottenham’s owners are looking to end their long wait to find a naming rights sponsor for their 62,850-capacity stadium.
Tottenham to re-open talks over naming rights deal
Former Man City financial adviser Stefan Borson exclusively told Football Insider Tottenham want to agree a “massive” stadium naming rights deal worth up to £25million a year.
Spurs have missed out on six years’ worth of revenue after so far failing to reach an agreement with any interested parties.
Speaking exclusively to Football Insider about Scotcher’s appointment, Borson said: “I don’t think it’s a change of approach.
“I mean, it’s probably been on the market now for seven years. Maybe two or three years before the stadium opened, they were looking for a naming partner, and this has been touted.
“All of the likely bidders for those naming rights will have looked at it. You’re now going back to either people who have already rejected it or new brands. Not many new brands are going to be there to be able to spend what it’s going to take.”
It is understood Everton’s stadium naming rights deal is worth £10m a year after reaching an agreement with Liverpool-based law firm Hill Dickinson in May.
Tottenham plan to agree £25m naming rights deal
Borson insisted Tottenham don’t want to give their stadium naming rights away after setting a significant asking price.
“Spurs are going to be looking for upwards of £20m a year, maybe £25m a year on a 10-year basis, so it’s a massive contract,” said Borson.
“The market has spoken so far and said they don’t want it with the best will in the world. They don’t want the £25m. They might have been prepared to take it at £10m or £15m, but they don’t want it at £25m.
“Spurs have taken a view that these are virgin naming rights and don’t want to give them away for a value that they perceive to be lower than their value. There are lots of analyses that say that it’s worth £25m, but that’s highly subjective and, ultimately, the market decides.”
Spurs’ latest published accounts for 2023-24 revealed their commercial income increased from £228m in 2022-23 to £255m.
That helped Tottenham generate the fifth-highest revenue in the Premier League after their turnover stood at £528m for 2023-24.
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