Football finance expert Kieran Maguire has claimed that Spurs’ potential bid to host the Super Bowl could help the club secure a naming rights partner for the Tottenham Hotspur Stadium.
Despite moving into their new 62,850-capacity venue nearly three years ago, the North London club are yet to announce a naming rights partner for the ground.
The Daily Mail revealed last week that Daniel Levy is holding out for a deal worth £400m over the next twenty years. The report also claimed that Spurs were lining up a possible bid to host the Super Bowl at their home ground in 2026.
It was explained that the NFL was considering taking the showpiece event outside the United States in four years time and Tottenham’s stadium, which is purpose-built to host NFL matches, is one of the venues in contention to host the match.
Maguire believes that if Spurs won the bid to host the Super Bowl, that could make the stadium’s naming rights even more lucrative to brands.
He told Football Insider: “It would be an incredible advert and would certainly help in terms of the naming rights. They have gone to great lengths not to have the stadium referred to as White Hart Lane.
“They want to keep it as blank as they can. Nobody remembers Apollo 10 but people still remember Buzz Aldrin and Neil Armstrong on Apollo 11.
“It’s a case of getting the name right at the first opportunity. That’s the key here. They are still officially calling it the Tottenham Hotspur Stadium even though most fans still refer to it as White Hart Lane.
“But it hasn’t become as concrete and so that is a plus point with regards to the value of a naming rights deal.”
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If Spurs win the right to host the Super Bowl, that would have many more additional benefits for the club than just the stadium naming rights. With the Super Bowl being the most-watched event in the United States, it would certainly help boost Tottenham’s popularity in the American market.
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