Tottenham have been close to finding stadium naming rights, but Daniel Levy waits

Football finance expert Kieran Maguire has revealed some interesting details about Tottenham’s search for a new stadium naming rights partner and suggests that there is now one major concern for the North London club in securing a lucrative deal.

Tottenham are trying to find a stadium naming rights partner

It has now been nearly six years since Spurs moved into their new stadium, but the club have still not managed to find a naming rights partner so far.

Reports over recent months have claimed that the Lilywhites have had conversations with Amazon, Google, and DHL regarding a long-term deal.

Some sources have suggested that Daniel Levy is holding out for a lucrative 10-year deal worth around £25m per year.

Concern expressed over Tottenham’s search for naming rights partner

Kieran Maguire has now revealed that the North London club have held plenty of advanced discussions with various brands and have come close to finalising a deal on a few occasions.

However, he expressed a worry that the value of the naming rights of the Tottenham Hotspur Stadium may drop the longer Spurs take to find a partner, given that the venue is starting to be known by its generic name.

When asked about Spurs’ search for a naming rights partner, Maguire told TBR Football: “From my understanding, they have been looking to get a long-term deal and they have got close on a number of occasions but no cigar in terms of sign-off on both sides. The concern is that the longer you leave it, the more embedded the name of the stadium as it is becoming among fans.

“Officially, it’s the Tottenham Hotspur Stadium, but Spurs fans just call it White Hart Lane. The media still swallow the official name because it becomes much easier to transition to the Nike Arena or whatever it is going to be called. My concern is that the longer it takes, the pool of potential partners decreases.

“On the other hand, Man City’s stadium was the Commonwealth Stadium before it became the Etihad and we still all refer to it as the Etihad these days. So, that first deal is the big one. I can understand Spurs being cautious to a degree. But there must be a reason why the deal has not been signed off. I think the finger is very much pointed at one person here.”

Why Daniel Levy is happy to wait for the right deal

Levy has not at all been in a hurry to secure a naming rights partner and seems happy to wait for the right sort of deal.

That could be because the club’s brand stands to benefit as an increasing number of sporting events and concerts are held at the venue called the ‘Tottenham Hotspur Stadium’.

Additionally, the Spurs chairman might feel that with the stadium becoming more prominent and hosting an increasing number of events, the value of the naming rights is only likely to increase over the coming years.

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