Daniel Levy has held talks over a deal that could be financially transformative for Tottenham.
Since the Tottenham Hotspur Stadium opened in 2019, Spurs have reached a new plane in terms of their turnover, especially across matchday and commercial income.
The North London club reached the £550m revenue mark in 2022-23 and are expected to surpass that figure when they release their accounts for 2023-24 early next year.
Given that ENIC and Levy‘s external wealth is dwarfed by most owners in the Premier League – and particularly by the so-called Big Six – maintaining an upwards revenue curve is paramount for Spurs.
This season, Tottenham have added cryptocurrency exchange Kraken as sleeve sponsor in a deal worth around £15m per year.
After a lucrative summer saw acts like Pink and Travis Scott perform at the Tottenham Hotspur Stadium, Spurs have now attained a license to double the number of non-football events they can hold annually.
Given that the club can earn almost £1m per matchday from catering alone at the 62,850-seater arena and will be entitled to a hosting fee, they can expect an eight-figure return from the new license.
However, there is one major income stream related to the Tottenham Hotspur Stadium that continues to elude them.
Tottenham explore deals with Amazon, Google, FedEx and Uber
When the Tottenham Hotspur Stadium hosts the North London derby on Sunday, it will do so as an unbranded venue.
Daniel Levy made a naming rights deal a priority when the stadium opened in 2019, with the chairman and co-owners targeting a world-record £25m-a-year deal.
TBR Football understands that, if Spurs can find a willing partner, a £150m, 10-year deal is now more realistic.
Updates on a potential naming rights deal have been thin on the ground in recent years, but Sportcal have now relayed that Google, FedEx, Uber and Amazon have all held talks with Spurs.
These discussions are not likely to be recent. Indeed, TBR understands that preliminary negotiations with Google and Amazon began and ended in 2022.
A naming rights deal is the closest thing a football club can get to free money. There are almost no costs associated, although fan sentiment to these deals is generally not particularly favourable.
The value of Spurs’ naming rights
In Europe, stadium naming rights are not the big-ticket commercial proposition that they are in the United States.
Many analysts believe this is because there is no front-of-shirt sponsorship in the likes of the NFL and NBA, so naming rights are top of the pile in America.
However, there are signs that naming rights are beginning to climb in value this side of the Atlantic.
In a development that will encourage Spurs, another London venue, England rugby’s Twickenham, recently secured a £100m, 10-year naming rights deal.
In the Premier League, Spurs are not the only club looking for a branding partner. West Ham, Everton and perhaps Man United are all on the hunt too.
Whether that saturation will depress the market remains to be seen.
The value of Spurs’ naming rights has also likely declined somewhat given that half a decade has elapsed since the move to the Tottenham Hotspur Stadium.