Football finance expert Kieran Maguire believes that Daniel Levy will have his sights set on improving Tottenham’s commercial income and catching up to Liverpool, who have made major strides in that regard over recent years.
Levy understandably comes in for a lot of criticism from some quarters of the Spurs fan base due to the club’s lack of silverware over the last decade and a half, with the Lilywhites last lifting a trophy all the way back in 2008.
However, there is no doubt that off the pitch, Spurs have been a success story, with the club managing to increase their revenue streams substantially over the last two decades.
Levy will argue that doing so was the only way Tottenham could dine at the same table as some of the elite clubs across Europe, with the North London side flexing their financial muscles in the transfer window over the last few years.
Maguire points out that on-pitch success under Jurgen Klopp has enabled Liverpool to substantially grow their commercial income, suggesting that Tottenham will now be looking to catch up to the Reds.
He told TBR Football: “The commercial department is absolutely critical for Spurs. We have seen commercial revenues triple since the move to the new stadium.
“With Daniel Levy in charge, he will be a hard taskmaster. He will have someone trying to serve up long-term global partners and region-specific partners for Spurs.
“They will try to use that additional money to improve things on the pitch. Liverpool have doubled their commercial income from 2017 from £135m to £272m. That’s an incredible achievement.
“The Jurgen Klopp factor is built into that, there’s winning the Champions League, winning the Premier League, the rivalry they have with Man City and the excitement that has brought them to the top of the league.
“All of that has been monetised by the club. They are owed a huge amount of credit. At the same time, Spurs have tripled their revenue from commercial sources. It’s now £228m. Can they catch up with Liverpool? It’s a case of running to stand still to a certain extent.
“Liverpool certainly have growth in front of them. Spurs have some advantages in terms of the London premium, which allows them to charge more for matchday and non-matchday activities, for instance. Harringay Council meanwhile have given them a license to double the number of concerts and events they hold.
“You could potentially have more non-football events than football events taking place at the stadium. That can’t be replicated at Anfield given the issues with the pitch and so on.
“There is also the fact that Spurs’ stadium was built as a multi-function venue, whereas Anfield is first and foremost a football stadium that has some capacity to host other events.
“So Spurs are certainly in a very strong position. But what Liverpool have that Spurs don’t is a very global brand and appeal thanks to the success of Shankly, Paisley, Dalglish and so on. That has created a huge fanbase across the globe. And that in and of itself is very attractive to sponsors.”
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Levy and the Tottenham hierarchy will be hoping that Postecoglou proves to be their version of Jurgen Klopp and is able to elevate the team to a level where they compete for major honours every year.
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