BREAKING NEWS- Tottenham in £120m plot as two more off-pitch deals agreed
Tottenham Hotspur has indirectly integrated itself into a commercial network alongside two other Premier League clubs. Recently, under the direction of Ange Postecoglou, Tottenham secured the signings of two promising 18-year-old midfielders, Lucas Bergvall and Archie Gray. This is just the beginning of what promises to be a bustling summer for the recruitment team in North London. Equally busy is the commercial department, which has already revealed new sponsorship deals with BP Pulse, Castrol, and Citygreen, building on the club’s record £228 million commercial revenue from last year. This figure was only surpassed by the two Manchester clubs and Liverpool.
Now, with their latest sponsorship deal, Tottenham is set to be a key player in a Premier League sponsorship group, joining forces with two other clubs that they have outpaced in the commercial arena.
On July 1st, Tottenham announced a new partnership with BetMGM, who will become the club’s new training kit sponsor, replacing Getir, the Turkish grocery delivery service that recently exited the UK market due to severe financial issues. Although the exact value of the BetMGM deal hasn’t been disclosed, it is believed to be around £10 million per season.
Interestingly, Tottenham is not the only club to align with BetMGM. Wolves announced a similar partnership last week, and Newcastle United renewed their deal with the company. Among these, Tottenham’s agreement is expected to be the most lucrative, highlighting their superior commercial appeal.
Tottenham’s primary sponsors are Nike, which provides the kit deal worth £30 million per year, and AIA, their front-of-shirt sponsor, contributing £40 million annually. These long-term contracts are in place for the foreseeable future, and although there may be performance-related clauses, they are likely to have a minimal impact.
Consequently, any substantial commercial growth for Spurs in the coming years will need to originate from other avenues. The club is currently seeking a new sleeve sponsor, which has become the third-most profitable segment of a club’s commercial portfolio. While there have been no recent updates, a nearly finalized three-year deal worth £42.5 million with South Africa’s tourist board indicates the level of value Spurs are targeting.
Additionally, Tottenham continues to explore opportunities for a naming rights deal for their state-of-the-art stadium. Daniel Levy, the club’s chairman, has suggested that the benefits of associating the Spurs brand with concerts and other non-football events at their venue currently outweigh the potential financial gain from a naming rights deal. However, this could change with the anticipated appointment of a new commercial director in the near future.
Overall, Tottenham’s proactive approach in both the transfer and commercial markets underlines their ambition to strengthen their position, both on and off the pitch, setting the stage for an exciting period ahead for the North London club.