‘Clinging on by their fingernails’ – Finance expert on rumoured Spurs naming rights deal

Tottenham Hotspur Stadium
Image: @snapshotspurs

Football finance expert, Kieran Maguire has claimed that securing a new naming rights deal for their stadium would come as a timely financial boost to help Tottenham keep pace with their Premier League rivals.

The Daily Mail claimed last week that Daniel Levy was in advanced talks over a naming rights deal for the Tottenham Hotspur Stadium and that an agreement could be confirmed by the club ahead of the start of next season.

It has previously been reported that the Spurs chairman was looking to strike a deal worth £25m-per-year for the 62,850-seater stadium. 

The update from the Mail came as music to the ears of some Tottenham fans, who hoped that a naming rights deal would translate to a bigger transfer kitty this summer.

Maguire has explained that any deal announced by the club is likely to be a long-term one and the additional income could help to offset the lost Champions League revenue.

He told Football Insider: “Sponsors are usually looking for a long-term relationship.

“Brighton signed a six or seven-year deal with Amex and that has been extended for a further 10.

“There is relatively little to be gained from, say, a two-year deal because everyone will continue to refer to it as White Hart Lane.

“If you’re spending a lot money, you’ve got to weigh up the benefits.

“For Spurs, it would go some way to fill the Champions League-sized hole in their finances, at least for this season.

“Not being part of the top four does hit a club the size of Spurs. Being in one of the lower competitions, you are very much the poor relation in European football.

“It’s not going to bridge the gap between themselves and what is fast becoming a ‘big four’.

“We’ve spoken historically about the ‘big six’ but Arsenal are pretty much out of it nowadays and Spurs are clinging on by their fingernails.”

Spurs Web Opinion 

The pandemic could not have come for a worse time for Tottenham since the club were relying on the additional matchday income to cover loan repayments.

With a naming rights deal now appearing close and with stadiums now set to return to full capacity, one would expect the financial health of the club to improve quickly.

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