Tottenham well placed to agree '£60m' deal

Tottenham have a chance of netting a huge £60million front-of-shirt sponsor subject to key conditions being met.

That is according to football finance expert Dr Dan Plumley who exclusively told Football Insider whether Spurs can achieve a £60m new front-of-shirt sponsorship deal.

Spurs have been earning £40m a year from their deal with AIA, but the Hong Kong-based insurance company will now become the club's training kit sponsor.

The north London club have been the subject of takeover talk since Executive Chairman Daniel Levy stepped down from his post, and currently generate the fifth-highest revenue in the Premier League.

Spurs deal 'comes with a little bit of risk'

Speaking exclusively to Football Insider, Plumley states why he thinks Spurs can agree the £60m deal.

"It's a possibility, I think, but it depends on continued Champions League performance, and continued on-field success," Plumley said.

"It's then a question of who are you partnering with and what type of deal is it as well? And I think they're probably aiming at £60m because we talk about Liverpool, and that's the kind of the one at the minute where that deal is probably in and around that region, but that's a long-term partnership. 

"And that's been really fruitful to Liverpool so I can see where they're aiming at. You know, we still put them [Spurs] in that big six, that's where they are.

"Financially, we've seen them perform very well in recent years, so I think it's probably achievable, but I think it comes with a little bit of a risk warning in the current climate. 

"I think they'll have got some assurances in there and probably some performance-related bonuses or, negotiations around that."

Champions League key to increased financial fortunes

Plumley went on to explain the significance of Spurs being in the Champions League to be able to attract sponsors.

"If you're not in the Champions League, it might be a percentage less. That's what I'd be looking at as a sponsor," Plumley believes.

"If it is maxed out around, Champions League qualification, consistent on-pitch performance and things that come with it because as a sponsor, you want maximum exposure. 

"The Champions League gives you that, so I think if they are to get that figure, there's likely going to be some, you know, kind of, clauses in there that are linked to sporting performance."