Danny Mills has backed Daniel Levy’s decision to sell the naming rights of the Tottenham Hotspur Stadium amid reports that Amazon are ready to do a deal with the club.
The Daily Mail reported last week that Amazon have expressed an interest in entering into a partnership with Spurs for the naming rights of their state-of-the-art 62,303-capacity venue.
It was suggested that Levy was looking to secure up to £25 million a season over at least 10 years, which would make it the most expensive naming rights deal of its kind in history.
Former Tottenham midfielder, Michael Brown, previously warned the club to consider how a brand fits in with the club’s ethos before agreeing to a deal (Football Insider).
However, Mills believes that clubs like Spurs have no choice but to sell their naming rights to the highest bidder if they want to compete financially.
Speaking about the rumoured deal, the former Leeds United defender told Football Insider: “It is what you have to do.
“It went from Highbury to the Emirates. Bolton was the Reebok for some time. Newcastle tried it with the Sports Direct Arena but it did not work. It is not White Hart Lane, it has moved slightly.
“If you can bring in money in that way then that is what you are going to do. When it is a new stadium, on a different location, fans should accept that it is what it is and it has to be done to compete in the current market.
“The likes of Liverpool and Manchester United can get away with it because they can get so many other commercial deals done and partnerships and those types of things because of the history they have and the huge fan bases they have around the world. Everybody else will go that way.”
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Levy’s goal was always going to be to ensure that the naming rights deal at the new stadium was the most lucrative in history. He won’t particularly pay too much attention to the brand’s ethos or values, and rightly so, as the priority has to be to ensure the club can maximise their revenue from the stadium given the considerable amount they invested in the project.
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