Finance expert comments on Spurs sleeve sponsor and stadium naming rights situation

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Tottenham Hotspur Stadium
Dom Le Roy

Daniel Levy has certainly become one of the finest business operators within the world of football since picking up the reigns at Tottenham. 

Despite the uncertain times that face the sport due to COVID-19, Spurs were able to invest in the squad last summer and have since announced a brand new sponsor this month.

Tottenham signed Matt Doherty, Pierre-Emile Hojbjerg, Joe Hart, Gareth Bale (loan), Sergio Reguilon, Carlos Vinicius (loan) and Joe Rodon in the summer window.

The club now has its first-ever sleeve sponsor after a deal with Cinch was made (Tottenham Hotspur) and the car-selling platform was on show in Wednesday’s game against Fulham.

Kieran Maguire, a finance expert, spoke to Football Insider following the news, and he was quick to commend Spurs on the deal.

Maguire also added that Daniel Levy would have likely wanted the stadium naming rights deal in place before the sleeve sponsor, but called the Spurs chairman a ‘superb negotiator.’

Maguire stated: “Yes, what they’re looking to do is expand their range of partners.

“Initially, I think Spurs wanted to announce their stadium sponsor before they had their sleeve sponsor.

“But the stadium announcement was stalled. Trying to get big corporates on board in the middle of a pandemic is difficult. What’s the point in having a stadium sponsor if no one’s going to the stadium?

“I think Spurs are probably right to delay and defer that decision, whereas the sleeve sponsor, that’s gonna be seen on every TV match that they play, and that’s exposure for Cinch.

“We’ve seen Liverpool renew their sleeve sponsor and they managed to get a couple of extra million on the back of that.

“Spurs aren’t operating in quite the same pool as Liverpool financially, but I still think they would have got a very good deal off the back of that. Daniel Levy is a superb negotiator who knows the value of the brand. He will have got a good market price.

“From Spurs’ point of view, it’s free money coming in, to a certain extent. They don’t have to do anything but display the wares. They won’t be doing big commercial deals with the sponsors because we’re operating in a Covid environment.”

Spurs Web Opinion:

It certainly looks to be a good deal for Spurs. Many clubs have had huge success in securing such sponsorships in recent times so it is great for the club to follow suit.

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