Update on Tottenham’s search for a stadium naming rights partner

The latest update reveals why the value of the naming rights of the Tottenham Hotspur Stadium has dwindled recently, but it explains that other market forces could still aid the Lilywhites in landing a bumper deal.

Tottenham are trying to find a naming rights partner

It has now been five and a half years since Spurs moved into their stadium but the club still do not have a naming rights partner yet.

TBR Football reveal that talks have continued behind the scenes all this time, with the club speaking to both Amazon and Google a little over a year ago.

More recently, the North London club are thought to have held discussions with DHL, the German logistics company, about a naming rights deal, but the outcome of these talks is unknown.

Why Tottenham might be at a disadvantage

The report explains that Daniel Levy is looking for around £200m over a minimum 10-year deal for their naming rights.

However, it is explained that non-virgin naming rights (the licence for a stadium that goes by another name) are worth considerably less than the licence for a new stadium.

It is revealed that many within the football finance industry are thus of the opinion that the value of Spurs’ stadium has dwindled significantly since it has been called ‘The Tottenham Hotspur Stadium‘ for over five years.

Market forces working to Tottenham’s advantage

However, TBR Football go on to add that the market has been galvanised by Allianz’s deal with England Rugby’s Twickenham Stadium and Riyadh Air’s with Atletico Madrid’s Metropolitano.

Those deals, which are worth around £10m and £25m per year respectively, were both for non-virgin naming rights, thus paving the way for Spurs to demand a premium.

Further, the publication points out that Spurs can also pull an additional lever in negotiations as the Tottenham Hotspur Stadium now has a licence to host up to 30 non-football events per year at the stadium.

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