Former Everton and Aston Villa CEO Keith Wyness believes that Daniel Levy has a great opportunity to follow Manchester United’s lead and significantly boost Tottenham financially.
While Daniel Levy and the Spurs hierarchy have come under plenty of criticism for the club’s struggles to win silverware over the last two decades, there is no doubt that this regime has done an excellent job off the pitch.
Due to the smart moves that they have made, including moving into the new stadium, they have ensured that Spurs will continue to generate one of the highest revenues in Europe for many years to come.
When it comes to commercial revenue, Tottenham rank in fourth place in the Premier League, according to Statista, with the Lilywhites generating £549m per year.
That is still some way short of Manchester City, who generate £718m, and Man United, who generate £650m.
Wyness believes that one way Spurs can move closer to Man Utd is by properly leveraging the big fan base they have in places like South Korea.
According to reports, 11 million South Koreans, which is 21 per cent of the nation’s adult population, identify as Tottenham fans, thanks in large proportion to Heung-min Son, who is one of the biggest icons in the country (BBC Sport).
Wyness urged Spurs to get a database of their fans around the world, much like Man Utd have done, so that the supporters can be targeted for commercial operations.
The former Everton chief told Football Insider: “The base Tottenham have got to operate from, and what clubs haven’t been good at, is getting a database of their fans.
“Using Son and South Korea as an example, they’ve got to be more active at getting a database of fans in that area.
“Only then can you get the maximum value through sponsors. The Glazers at Man United were very good at this. They were able to sell regional sponsorships.
“That’s where the chance is to increase revenue streams. If you can replicate that and do it in 10 or 20 regions around the world, then you’re starting to motor. That’s where clubs have got to go and that’s where technology has got to take them.”
One of the reasons that we can be sure that Tottenham will offer Heung-min Son a new long-term deal is the huge commercial benefits that the forward brings to the club due to his enormous fan base.
While that would certainly not be the main consideration, it is something that the club will take into account in their eventual decision. I would be shocked if they didn’t hand him a new three-year deal.
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