Tottenham miss out on £75m in six years as Daniel Levy rejects offer after offer

Tottenham Hotspur have missed out on a significant amount of money over the last few years as a result of Daniel Levy turning down several lucrative offers for the naming rights of their stadium.

It has now been nearly six years since Spurs moved into their new stadium, but the club are yet to secure a naming rights partner so far.

Reports since the grand opening have claimed that Tottenham have had conversations with Amazon, Google, and DHL regarding a long-term deal.

Some sources have suggested that Daniel Levy is holding out for a lucrative 10-year deal worth around £25m per year, and a fresh update has now suggested that the Spurs chairman is not willing to budge on his valuation.

Tottenham have rejected multiple naming rights offers

Football Insider have now revealed that Spurs have been trying hard to secure a naming rights partner, but only at the price they want, with the Lilywhites unsuccessful in attracting a big enough offer so far.

The report claims that multiple brands have held conversations with Levy and while they were not ready to pay £25m per year, many of them offered to pay around £10m-£15m for the naming rights.

However, the Tottenham chairman has turned down all of these offers and continues to hold firm on his valuation. It is suggested Spurs have missed out on around £75m in extra revenue so far as a result of Levy playing hardball.

Daniel Levy might have a naming rights problem at Spurs

Football Finance expert Kieran Maguire suggested earlier this month that the longer Tottenham wait to find a naming rights partner, the harder it will get to secure a lucrative deal.

He pointed out that the current name of the stadium will become embedded in the fans’ psyche, thus making it difficult for the name transition, which brands will take into account.

Maguire told Football Insider previously: “From my understanding, they have been looking to get a long-term deal and they have got close on a number of occasions but no cigar in terms of sign-off on both sides. The concern is that the longer you leave it, the more embedded the name of the stadium as it is becoming among fans.

“Officially, it’s the Tottenham Hotspur Stadium, but Spurs fans just call it White Hart Lane. The media still swallow the official name because it becomes much easier to transition to the Nike Arena or whatever it is going to be called. My concern is that the longer it takes, the pool of potential partners decreases.

“On the other hand, Man City’s stadium was the Commonwealth Stadium before it became the Etihad and we still all refer to it as the Etihad these days. So, that first deal is the big one. I can understand Spurs being cautious to a degree. But there must be a reason why the deal has not been signed off. I think the finger is very much pointed at one person here.”

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