Interesting update emerges on Tottenham Hotspur stadium naming rights search
Tottenham Hotspur are still very much continuing to search for a new naming rights partner for their stadium, with the North London club hoping that their recent announcement paves the way in helping them land a deal.
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, with the venue continuing to be called by its generic name: Tottenham Hotspur Stadium.
Reports over recent months have claimed that Tottenham have had conversations with Amazon, Google, and DHL regarding a long-term deal.
Some sources have even claimed that Daniel Levy has already rejected multiple naming rights offers, with the Spurs chairman said to be holding out for a lucrative agreement.
What is the latest on Tottenham’s search for a naming rights deal?
TBR Football have said that despite the lack of news regarding the naming rights agreement, Tottenham’s search for a naming rights partner is not on ice at the moment and is continuing to go on unabated.
The outlet suggests that the appointment of Vinai Venkatesham as Spurs CEO could expedite the process, with finding a naming rights partner expected to be one of the 44-year-old’s top priorities when he joins the club this summer
The publication backs up what we have heard from other sources by suggesting the Tottenham hierarchy are holding out for £200m for a 10-year-plus deal.
Spurs may struggle to find a stadium naming rights partner
TBR Football also spoke to Football Finance expert Kieran Maguire on Spurs’ attempts to find an agreement, but the University of Liverpool football finance lecturer believes that Daniel Levy and the Tottenham hierarchy have their work cut out to find someone who is willing to meet their valuation.
He explained that, given the uncertain economic environment that US businesses are now facing, many of them would hesitate to commit to a deal as big as the one Spurs want.
Maguire said: “In terms of the naming rights, my understanding is that a few potential sponsors have had their fingers burnt by Spurs. They thought they were making progress, only for it to be snatched away at the last minute. Levy will always try to extract maximum value for Spurs, but that can have a reverse impact when the deals ultimately aren’t signed off.
“We are operating in a very uncertain global economic environment, and I wonder if some potential naming rights partners might decide to wait and see. Until things start to crystallise with the United States government’s policies, they might be reluctant to spend money on something which some people might regard as frivolous, i.e., a naming rights deal.
“I’m not convinced that any potential American partners would want to go ahead with a deal at this moment in time. Tariffs wouldn’t be an issue per se, as it is money being spent in the UK but it’s more about whether a company itself might be suffering. Many US companies are suffering because they use global supply chains.
“The profits are kept in the US but can be hit by the costs of materials, labour and overheads might increase. Equally, American consumers might take a dim view of a US company sponsoring a British sports entity in Spurs given that there is an effort to decouple their respective economies.”
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