Finance expert Doctor Dan Plumley has suggested that the strategic advantage offered by partnering with certain brands might be more important to Tottenham than just getting as high a fee as possible for the naming rights of their stadium.
The Athletic revealed last week that Spurs had entered into meaningful talks with Google over the naming rights of the Tottenham Hotspur Stadium.
It subsequently emerged that the North London club are looking to strike a naming rights deal worth around £25m a year for their 62,850-seater arena, and have also held talks with the likes of Uber, FedEx and Amazon (The Times).
Gianluca Di Marzio claimed a few days ago that Google remain the front-runners to secure the deal and added that the agreement could even be closed soon.
Plumley has now explained that Spurs will not only assess various bids based on their monetary value but suggested that other criteria could also play as big a role.
He told Football Insider: “It would come down to an internal decision in terms of where you want to pitch Spurs in the future and which company has the most benefit.
“If you go down the tech route and the strategy to generate digital exposure and in turn revenue, you might argue that Google are further down the track to capitalise on this.
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“Amazon, at their core, are more about logistics and supply chain. That also comes with opportunities if they wanted to go down that route. It all depends on where Spurs see their revenue-generating capabilities as much as anything.
“Both are huge names and would command exposure. It might focus more on what those companies can do as opposed to the name of the companies and the overall fee.”
Spurs Web Opinion
Plumley’s point about the different strategic advantages offered by agreements with Google and Amazon is a fair one.
However, there is no doubt that the size of the offer will be the biggest determining factor in who wins the naming rights.
Levy will be eyeing a world-record deal, given that the stadium offers brands some distinct advantages compared to other similar venues in the UK.
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