Love or loathe him, there is no denying that Daniel Levy is an expert when it comes to monetising the Tottenham brand.
Spurs’ annual commercial income has trebled in the since the move to the Tottenham Hotspur Stadium in 2019 and now stands at £228m.
And while bedrock Tottenham supporters want to see more of that revenue funnelled into Ange Postecoglou‘s playing budget, Levy is unlikely to change tack any time soon.
Levy is part of the ENIC ownership group whose external wealth pales in comparison to many owners in the Premier League and is dwarfed by the rest of the so-called ‘Big Six’.
The 62-year-old Spurs chairman therefore insists that the club pursues a self-sufficient model. Essentially, every penny they spend, they need to earn.
The stadium has been transformative in this regard, with Spurs annual squad cost – that’s total wages plus amortisation – rising from £226m in 2019 to £360m in the last financial year.
And the latest developments at the world-class, 62,850-seater stadium show why the venue continues to be a money-printing machine.
Tottenham ready to cash in from UEFA bonanza
Earlier this summer, Spurs were given license by Harringay Council to effectively double the number of non-football events at the Tottenham Hotspur Stadium per year.
It is estimated that Beyonce’s recent string of concerts at the stadium were worth £5m to Spurs after costs, and the club are now allowed to host 30 individual events annually.
As well as concerts, Spurs have made the stadium the go-to venue to hire for sporting events in the capital.
The NFL London Games, heavyweight boxing and a 15-year tie-in for an F1 karting experience have proved particularly lucrative.
And it was confirmed in October last year that the Tottenham Hotspur Stadium would be one of 10 venues for the United Kingdom and Ireland European Championship in 2028.
As well as a nominal hosting fee, the last official data from UEFA shows how Spurs will benefit financially from the Euros.
A report from data gathering firm Nielsen shared by European football’s governing body shows that host venues for the 2024 Euros in Germany made £52m from selling food and drink alone on matchdays.
Spurs are able to generate close to £1m on a regular Premier League matchday, so their earning power at the biggest continental sports even on the planet will be greatly amplified.
Speaking exclusively to TBR Football, Liverpool University football finance lecturer Kieran Maguire said: “The move to the new stadium has been a masterclass in terms of success from a financial point of view.
“The multi-functionality of the stadium has future-proofed Spurs in a lot of ways.”
The value of the Tottenham Hotspur Stadium
Spurs earned £118m in matchday income in 2022-23, the last financial year on record.
Although wildly unpopular, ticket price rises and the Spurs’ controversial new concessions policy will mean that figure will rise again this term and in years to come.
As well as matchday income, the stadium’s non-football events are worth eight figures to the club each and every season.
But perhaps the single biggest individual benefit of the stadium is the benefit to the Spurs brand.
Sponsors have flocked to Tottenham since the move to the stadium.