Tottenham Hotspur is a money-making machine these days, with the new stadium in particular driving huge amounts of revenue each year. But, when it comes to sponsorship deals, it seems Daniel Levy missed a trick and fell short of a £74m windfall.
Since the Tottenham Hotspur Stadium opened its doors in 2019, Spurs have become a commercial behemoth and are now thought to be the eighth-richest club in the world when it comes to revenue (Deloitte).
In terms of the Premier League, the Lilywhites are now only behind the Manchester clubs and Liverpool in regards to their revenue stream.
The stadium is a state-of-the-art facility, and benefits from hosting non-football events such as boxing, NFL, and music concerts.
All of this has given Spurs a fairly sound footing when it comes to Profitability and Sustainability Rules (PSR), while rivals flounder and have to sell players to stay in the balance.
AIA deal could be even bigger
Regardless of any criticism chairman Daniel Levy faces, he has clearly been running the club pretty well in a business sense. But, he hasn’t quite stretched the team’s shirt sponsorship deal with AIA to its maximum potential.
That’s according to The Sponsor, industry experts on sponsorship deals, which reveals Tottenham’s £40m-per-year deal with AIA is actually below the £49.3m-per-year limit they could be banking.
Spurs agreed the deal in 2019 with the Hong Kong-based insurance firm, and the agreement runs through to 2027.
But, as per the Premier League‘s Fair Market Value assessment, that deal could have been higher without breaking any rules. Over the course of the eight-year agreement, that leaves Spurs missing out on, roughly, an extra £74m.
Spurs Web Opinion
I mean, an extra £74m would obviously be nice for the club, but I don’t think Levy will necessarily lose any sleep over this one.
The AIA deal is one of the highest in the league already, and by the sounds of it, our new trainingwear and shirt sleeve sponsorship deals will make up for that gap anyway.
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