Football finance expert Stefan Borson offers his take on what kind of naming rights agreement Tottenham and Daniel Levy will want and on how close a deal is at the moment.
Tottenham are still searching for a naming rights partner, five-and-a-half years after the opening of their new stadium.
It has been widely reported that Daniel Levy and co have talked to a number of high-profile companies about a potential deal, including the likes of Google, Amazon and DHL.
It has also been suggested by some sources recently that with the Tottenham Hotspur Stadium now hosting an increasing number of non-football events, the naming rights of the venue would be even more lucrative.
Borson has now claimed that Tottenham have been speaking to interested parties even before the opening of the new stadium.
The finance expert claims that Daniel Levy could hold out for a £25million-a-year deal across 20 years, but explained that an agreement does not appear to be close at the moment.
When asked about Tottenham’s search for a naming rights partner, Borson told Football Insider: “They have been trying for a very long time. The process to try and find a naming rights partner has probably been going on for something like six or seven years.
“They will have been looking for a partner way before the stadium was built. You would think it’s worth £25million for maybe a 10 or 20-year deal, but they have not been able to find somebody to take it.
“I very much doubt they are in advanced-stage conversations with anybody at this stage. I’m sure they will have had some offers, but ultimately, it won’t have been enough.
“One company would have valued it at £10-15million and Spurs would have said ‘Look, it’s the first sponsor, we are not going to give it away for anything that we think is less than it’s worth’.”
The Tottenham Hotspur Stadium is becoming an increasingly more high-profile venue with each passing year, which means that the value of the naming rights deal continues to grow.
Time is thus on the side of the Lilywhites, which is why they are in a hurry to agree on a deal unless the offer meets their demands.
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