After Sir Jim Ratcliffe’s acquisition of the Red Devils, he has been considering securing a naming rights deal for a new or refurbished Old Trafford, but plenty of clubs are in the market for such a deal, including Tottenham.
Daniel Levy and Tottenham unveiled a new state-of-the-art stadium in April of 2019, taking over the legendary 36,000-seater White Hart Lane.
Despite being built largely upon the same plot as the previous ground, the new arena was, and has for its five opening years, been called the Tottenham Hotspur Stadium.
The stadium has hosted concerts, rugby, boxing and NFL games but is yet to secure a naming rights deal that in modern sports has become incredibly lucrative. The home of NBA sides, Lakers and Clippers is worth £565 million across its 20-year agreement. (Football.London)
In September, former chief commercial officer at Tottenham, Todd Kline, spoke to a fans forum and explained that a deal for the stadium’s naming rights is ‘complicated’ due to there only being ‘one opportunity to name the stadium’ as well as overcoming the obstacles of the right term fee and brand.
Former Manchester City financial advisor, Stefan Borson, spoke to Football Insider on Thursday and explained that despite Manchester United’s stature and potential desire to secure a naming rights deal for Old Trafford, they have plenty of Premier League rivals also seeking a deal.
Borson explained that Spurs have been trying to sell the grounds naming rights for more than four years, utilising the absence of a deal to display how difficult Premier League naming rights deals currently are.
Even Tottenham, who are trying to obtain a first-time sponsor for a brand-new stadium in the capital of England haven’t managed to attract or agree the right deal.
There were multiple reasons cited by Borson for why Tottenham haven’t secured a deal yet, including the fact that it has simply been ‘difficult’ to find a suitor and the club have not been able to receive an offer that matches the price they are seeking.
The former Man City advisor also revealed that Tottenham are currently operating in a swamped market with Manchester United, Everton and West Ham all looking to raise funds through naming rights.
Spurs Web Opinion
Due to the lucrative nature of modern sports stadium deals, combined with the fact the club never brandished the new ground as White Hart Lane has allowed them to effectively agree a deal with many fans not being opposed to it, as they may have been ten or twenty years ago.
However, Todd Kline was right when speaking back in September of last year, the right brand and price are key.
Fans may have an issue should their home be titled with a brand’s name that holds negative connotations, and a deal should hold enough value to see it reflected in Tottenham’s transfer business and positively impact what is done inside the stadium, rather than just a name on the outside of it.
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