Football Finance expert Kieran Maguire has claimed that Tottenham Hotspur are confident of finding a long-term naming rights partner for their stadium but warned the club that they should avoid agreeing on a deal with a cryptocurrency sponsor.
It has been nearly four years since the Tottenham Hotspur Stadium opened but the club are yet to find a naming rights partner for the 62,850-seater stadium.
According to some reports, the club are looking to strike a deal worth around £25m a year, and have held talks with the likes of Google, Uber, FedEx and Amazon (The Times).
Maguire has now suggested that Spurs are making good progress in their hunt to find a partner and remarked that the club are ‘very confident’ of agreeing on a long-term deal.
He explained that the generic name being used for the club’s home ground will make it a particularly attractive proposition for interested parties.
Maguire told Football Insider: “Spurs are still very confident that they are able to sign off on a deal. Fans still call it White Hart Lane, but they are calling it the Tottenham Hotspur Stadium.
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“It is absolutely essential that whatever deal is signed is long-term because it is that first name that always sticks in the eyes of supporters. Nobody calls Bolton’s stadium the University of Bolton Stadium, they call it the Reebok. That is reflected in the value of the naming rights.
“I think Spurs are still confident that they can find a deal, although it is a more precarious market than they perhaps had a year or two ago.
“That is due to the volatility of cryptocurrency and other related industries. They have to be careful if they sign off on a deal that is making people redundant. That could generate more negative than positive headlines.”
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The fact that Daniel Levy has waited for nearly four years and in the process, sacrificed a potential revenue of the best part of £100m, means that the Tottenham chairman is determined to strike a world-record agreement.
It is a sign that the club believe that the naming rights will only become more lucrative as the stadium continues to become an increasingly more popular destination for various events in London.
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