Despite being open since 2019, the Tottenham Hotspur Stadium is still without a sponsorship deal for the naming rights of the ground. Now, Spurs chairman Daniel Levy has explained why, with the help of chief commercial officer Todd Kline.

The Tottenham Hotspur Stadium is one of the finest sporting venues in England, if not the world. The 62,850-seater stadium has state-of-the-art facilities and has played host to a number of other sporting and entertainment events over the years.

It is thought Daniel Levy and the club have been searching for a lucrative deal to name the stadium after a particular brand, but no such deal has materialised as of yet.

The venue is also part of the Euro 2028 bid from the UK and Ireland, but it is said that any sponsorship deal would mean Tottenham‘s ground could not be included in the proposal due to UEFA restrictions on brand-named stadiums for major tournaments (The Times).

Outside the Tottenham Hotspur Stadium at evening

LONDON, ENGLAND – FEBRUARY 05: A general view ahead of the FA Cup Fourth Round Replay match between Tottenham Hotspur and Southampton FC at Tottenham Hotspur Stadium on February 05, 2020 in London, England. (Photo by Matt Watson/SouthamptonFC via Getty Images)

Spurs are looking for the right brand

At the recent Q+A event with the fans, Daniel Levy was asked about the delays in striking a sponsorship deal for the stadium, and Football.London have shared what was said.

Chief commercial officer Todd Kline stepped in to answer first, saying: “Naming rights deals are complicated and we only have one opportunity to name the stadium. Getting the term, fee and brand partnered with all correct are difficult.”

Levy then added: “As well as identifying the right brand, the sector the brand operates in is important. Finding a brand and sector that matches the club’s values is vital.

“There is a trade off with the club’s own brand; where the value of the exposure of brand ‘Tottenham Hotspur Stadium’ in different markets draws in other revenue and benefits.”

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By the sounds of it, Levy is in no rush to make a deal happen unless it is with a brand that can surpass the weight that the name ‘Tottenham Hotspur’ carries itself.

The club is huge overseas in various regions like Asia and now Australia, too, and that will likely form a major part of the search for a sponsor.

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