Tottenham Hotspur is on the brink of securing a massive new matchday shirt sleeve sponsorship deal, which is anticipated to be unveiled as early as this month, according to football. london. And it's a leaf out of Liverpool's book.
The North London club's shirt sleeve partnership with Cinch was originally set to span five years after being inked in 2021, but the online car-selling firm is thought to have opted for an early exit from its sponsorship obligations, mirroring its actions with its Scottish Premiership Football League deal.
This premature departure appears to have played into Spurs' hands, who will now capitalize on escalating sponsorship valuations. In fact, it is deep into negotiations to finalize a matchday shirt sleeve agreement with a new partner. This deal is expected to significantly surpass the $12.8 million per annum it was pocketing from the Cinch agreement, with an announcement likely in the upcoming weeks.
Sponsorship deals have taken center stage recently as they aid clubs in adhering to the Profit and Sustainability Rules, enabling them to splash out more during transfer windows without breaching the stricter Financial Fair Play regulations. These rules have resulted in fines and point deductions this season, with further penalties looming.
Tottenham was previously in preliminary talks with the SA Tourism arm of the South African government about sponsorship, including its shirt sleeves. However, these discussions didn't make it through the rounds of approval within that country.
Reports from South Africa in February last year suggested a three-year deal worth just under 911 million rand, which would have been $54.35 million with the exchange rate at that time (it would be worth $3.84 million less with today's rate). This would have made the new deal worth more than $17.9 million a year.
Earlier this month, Spurs announced a new three-year training wear sponsorship deal with BetMGM, reportedly worth $12.8 million a year. Despite Premier League clubs agreeing to remove gambling logos from matchday shirts from the 2026/27 season onwards, they will still be permitted on training wear, sleeve sponsorship, and advertising around their stadium and training grounds.
However, fans won't see either BetMGM or the new shirt sleeve sponsors on the merchandise they purchase. As with both their new home and away Nike kits launches this month, Spurs stated: "For the 2024/25 season, all of our kits will be sold without the sleeve partner logo, and our training range will be sold without the training wear partner logo. These are excluded from retail inventory for the coming season."