Football finance expert Kieran Maguire has said that Tottenham are in a great position to monetise tourists at their stadium after it emerged that the club have extended their agreement with the NFL.
The Tottenham Hotspur Stadium was constructed with the idea of hosting NFL games, other sporting events, and concerts, with the venue having an artificial surface for those events underneath a retractable football pitch.
It was announced on 14 September that Tottenham and the NFL have agreed to extend their deal to host matches at the stadium until 2029-2030.
That means that Two NFL games per season will continue to be played at Spurs’ home ground, with this year’s games set to be played later this month.
Jacksonville Jaguars taking on the Buffalo Bills on October 8 and the Baltimore Ravens taking on the Tennessee Titans on October 15.
As part of the announcement, NFL Commissioner Roger Goodell even labelled the 62,850-seater stadium as the ‘Home of the NFL in the UK’.
Maguire has said that Spurs designed the stadium to be able to monetise the tourists and NFL fans through merchandise sales at the venue.
He told Football Insider about the extension to the agreement: “I think this is part of Daniel Levy’s overall masterplan.
“The football club is clearly the preeminent element of the new stadium, but at the same time, the plan is to monetise it so that it can become a significant revenue earner on non-match days.
“This NFL deal would appear to be part of that approach. The stadium is excellent in terms of merchandise sales – it’s geared to extract money from people’s pockets.
“And with a large number of NFL fans and tourist fans coming to London, I think it’s very well-placed in that particular regard.
“So you’ve got to give the club credit, and also it gives certainty going forward until 2030. That certainty can only help in terms of being able to set realistic budgets, attract more talent to the football team with the ultimate aim of of winning trophies.”
Spurs Web Opinion
Levy has come under a lot of criticism for Spurs’ inability to get over the line and win trophies. A lot of that criticism is justified as he is ultimately responsible for the decisions that are made, including the managerial appointments.
However, one thing that even his fierce critics have to accept is that he has hit the ball out of the park when it comes to managing the financial side of the club.
He is almost single-handedly responsible for the fact that we have achieved near parity with the biggest clubs in Europe regarding revenue generation.
The stadium potentially has the capacity to further boost our coffers if its revenue-earning potential is maximised, thus setting us up to compete with the best for decades to come, irrespective of whether the owner pumps money into the club.
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