- Exclusive from Graeme Bailey
The Tottenham Hotspur Stadium has been in operation for over five years now, but Spurs haven’t yet struck a deal with regards to the ground’s naming rights.
Tottenham’s £1bn stadium officially opened to the public in April 2019 when Spurs hosted Crystal Palace in the Premier League, though non-senior games took place in March.
Discussions with various companies have taken place since with regard to the naming rights for the 62,850-seater ground, but its name is still the Tottenham Hotspur Stadium.
However, transfer insider Graeme Bailey has now provided an exciting update on this front.
Spurs hope to have Tottenham Hotspur Stadium rights in place by end of season
The Spurs News has been told that Tottenham hope to have naming rights in place by the end of the season.
Spurs’ aim is ideally it will be in place for the start of next season, but an update could – and should – come well before then.
TSN understands that Amazon have been the leading contenders – but other worldwide names such as Uber, FedEx and Google have had conversations in the last 18 months.
It is believed that Daniel Levy has set a figure of at least £25million a season to get the rights and is on reason they have been waiting as they had no plans to under-sell the rights, as they would see it.
Bailey said: “I am told a deal is not far away now.
“Tottenham have been biding their time but they knew the stadium – regarded multi sports as one of the best in the world – would speak for itself and would likely bring in the largest deal in England.”
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How much money could Tottenham make from stadium naming rights?
According to a July 2024 report from financial advisory firm Kroll, Tottenham have the greatest revenue generation potential out of all Premier League clubs based on current stadia.
Kroll predicted that Spurs could charge €18million (around £15million) per season for the naming rights to the Tottenham Hotspur Stadium.
With Levy setting a figure of at least £25million, it remains to be seen what the final figure will be when the deal is finalised.
“Investment in football assets has never been more popular,” said Mike Weaver, managing director and international valuation advisory services leader at Kroll.
“And the opportunity for sponsors to capture value in the stadium naming rights market in Europe, and for clubs to expand their revenues, should not be underestimated.
“Football clubs want to diversify their income streams to remain competitive and investors are looking for a stake in one of the world’s most popular and profitable sports.
“As this year’s Stadium Naming Rights Study shows, stadium sponsorship continues to be an opportunity for both clubs and investors, but only with careful and accurate strategies for investment.
“For institutions considering selling their stadium naming rights, they must be aware of the importance of correctly valuing these sponsorship opportunities or risk underselling one of their most important assets.”
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