Football finance expert Kieran Maguire believes that Amazon’s behind-the-scenes documentary about Tottenham Hotspur’s 2019/20 season is continuing to bear fruit for the club off the pitch, with the series raising the club’s global profile. 

Tottenham have continued to build new commercial partnerships despite the economic impact of the COVID-19 pandemic, with the club announcing back in January that online car retailer Cinch had signed up as their sleeve partner. 

Meanwhile, reports also indicate that Daniel Levy is on the look-out for a £25m-per-year stadium naming rights deal, with the likes of Amazon and Nike mentioned as potential partners. 

Tottenham confirmed last week that they had formed a new partnership with digital ticketing giant Ticketmaster

Maguire believes that the new relationship with the ticketing platform will serve mutually beneficial for Spurs as well as the company and insisted that the ‘All or Nothing’ documentary played a part in helping push through the deal by raising the club’s profile.

Reacting to the news, Maguire told Football Insider: “Spurs are commercially very, very smart. 

“Tying up with an organisation with Ticketmaster, who are a global brand, you can see both parties piggybacking off each other.

“Ticketmaster has been impressed with the All or Nothing documentaries on Amazon, which has increased the Spurs profile globally.

“There are benefits to both sides with this one, and Spurs are just relentless in securing these sorts of commercial arrangements.”

Spurs Web Opinion 

When some fans label Daniel Levy’s reign as Spurs chairman ‘a failure’ for the lack of silverware, I really believe that they are missing the bigger picture. Levy cannot be held personally responsible for the fact that we have bottled many semifinals and finals. 

The reality is that during ENIC’s reign, Spurs have evolved from a mid-table club into one of the established ‘top six’. The club is now recognised as one of the biggest clubs in the world and is part of the conversation regarding the European Super League.

While we have been devoid of silverware, the reality is that Levy has taken the club forward so much commercially and infrastructure-wise that he has set us up to compete at the top-level for decades to come. 


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