Daniel Levy shows he means business with AIA deal

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Tottenham Hotspur Stadium
Dom Le Roy

It’s safe to say that Tottenham Hotspur never had any attractive, sexy shirt sponsors. Arsenal had O2 and Emirates, Manchester United had Vodafone, AIG and now AON, Chelsea has Samsung and Manchester City has Etihad. All Tottenham had for the last 14 years has been Holsten, Thomas Cook, Mansion, Autonomy and Aurasma. But this season, they finally found one in HP that would not only fit perfectly on the kit but also honours the past. Hewlett Packard was the sponsor of Spurs from 1995 to 1999 and in 2013; the kit looked beautiful with the blue HP logo on the home kit. But, every good thing comes to an end and HP’s second stint with Tottenham only lasted a year after Daniel Levy shook the hand of Mark Tucker, AIA Group Chief Executive and President. AIA is one of the biggest life insurance companies in the world and they are going to be the front kit sponsor of the lilywhites until the end of 2018-2019 season. We had a preview of next year’s kit this season as AIA has been sponsoring the club’s Europa League, FA Cup and League Cup kits and in my opinion, they are not really good looking, and it is definitely not an improvement over HP. However, I don’t think Daniel Levy cares one bit about that.

With this sponsorship agreement, Tottenham are getting a lucrative deal which will see them earn £16 million a year for 5 years. This is one of the biggest deals in Tottenham’s history as it also ties Liverpool, Manchester United and Manchester City for second and for the highest sponsorship deals in the Premier League. Arsenal is leading the league with 7 year sponsorship worth £150 million. This deal not only proves Tottenham are one of the biggest clubs in the world attracting big money sponsorship deals, but hopefully also allows Daniel Levy to spend more on players in the summer or invest the money in the new stadium project. This deal also proves Daniel Levy’s intention of improving Tottenham Hotspur’s reputation in Asia-Pacific region as AIA is a company that is based and largely known in Asia. The deal will improve both sides’ market value in Asia as Tottenham have been trying to open to the Asian markets in recent years as they had trips to Hong Kong for Premier League Asian Trophy. This looks a deal that could be unsettling to the fans, but from business a perspective, this deal is one of the most lucrative that Spurs have ever done and is a step forwards for Tottenham Hotspur.

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12 COMMENTS

  1. Levy is all about maling money not winning trophies. His new stadium project has lasted longer than building the pyramids. The club will never do anything until him and Lewis are out of here

    • Behave Ron. The club is in a great position. Little debt, well run, won’t go bankrupt. We play half decent football in the top half of the premier league since ENIC took over. I can’t wait for the new stadium, all to look forward too. A lot more positive than the sugar years.

      • 100% agreed!! People who think otherwise are either too young to know Holsten Pills or just ignorant fools who do not appreciate what Levy has done

        • I agree with Ron and I have followed club since 70s with season ticket for last 20 years. Sure Enic miles better than Sugar but that's setting the bar low. I just don't get what constantly changing managers every year or so is ever going to bring any success on the pitch. Two league cups in twenty years is not exactly where a club that is trying to position itself as one of the biggest in the world should be

  2. The Club would would never be in their current form (in 4th or 5th position in the last 3-4 years, competing for a CL position on a consistent basis) if it were not for Daniel Levy and his ability to improve the club's financial performance in order to reinvest in the club. What I do fault Levy for is his spotty track record in hiring and supporting the right manager for the club who can take Spurs to the next level. It may very well be that Levy and ENIC are motivated primarily by a financial motive and that is not a bad thing but if you were to take a step back and think about it logically, the way to maximize the club's valuation is to have it consistently get a CL place and to win the league and European cups because that is what ultimately increases the size of the fan base, viewership, advertising and merchandising revenues, sponsorship deals, allowing the club to invest in a larger size stadium, which will increase gate revenues and so on. So being financially motivated and achieving footballing success for the club are not mutually exclusive rather they go hand in hand. I believe Levy is trying hard to get Spurs to the next level, where he has failed miserably is in identifying the right manager and backing that manager up with the appropriate resources and time to move the Spurs project forward. If you want to fault him for anything, fault him for that. Not for being financially motivated.

  3. Apparently our current dual shirt sponsorship is worth 19M combined, so how is this good business??!
    At this rate esp with lacklustre January transfer activity to consolidate / push on from 4th position for the last 6 or so years says to me levy wants to sell at the first
    Opportunity once he ticks a few more boxes to satisfy the next billionaire owner!
    Stadium will be part of a package of planning permission and funds granted….. Over to the next guy I’m putter here enic

    • The new deal with AIA is worth £16 million a year for 5 years or a total of £90 million. It’s right up there with deals by Arsenal, Man U, Chelsea, etc…which was not the case before this season. New deal with AIA where they become primary kit sponsor starts next season, so HP deal only lasts for the current season.

  4. Get on with the stadium. One league cup in 13 years is crap.
    Levy is in charge of the biggest club in the south and gats no where.
    I will be long gone when the new stadium rises as I'm 53.

  5. To repeat Highgates question; have they actually started construction on the new stadium or are there just mounds of dirt still sitting there? Can't check myself as I live about 6000 miles away.

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