Tottenham Hotspur are on the lookout for a new shirt sponsor and how much money the club will earn from a deal will depend on one significant factor.
AIA have become one of the iconic Premier League shirt sponsors, with the Chinese investment company’s logo featured on all Tottenham Hotspur match shirts since 2014/15.
However, Spurs will have a new shirt sponsor the season after next. AIA will continue to be parterned with the club and will have their logo featured on Tottenham’s training wear.
It has been suggested that Spurs could pair shirt sponsorship and stadium naming rights, in order to secure a large sum of money from one main sponsor.
The one condition affecting a better deal for Tottenham
Whether Spurs decide to combine their shirt sponsorship with naming rights to the Tottenham Hotspur Stadium remains to be seen. However, it is clear that the club from North London could be able to negotiate a better deal than the AIA contract, which earned them £40m.
According to Football Insider, this is dependent on how Thomas Frank and his team fare on the pitch, with success in the Champions League seen as an important factor.
Football finance expert Dr Dan Plumley said: “It’s a possibility [for Tottenham to agree a better deal], I think, but it depends on continued Champions League performance, and continued on-field success.
“It’s then a question of who are you partnering with and what type of deal is it as well? And I think they’re probably aiming at £60m because we talk about Liverpool, and that’s the kind of the one at the minute where that deal is probably in and around that region, but that’s a long-term partnership.
“And that’s been really fruitful to Liverpool so I can see where they’re aiming at. You know, we still put them [Spurs] in that big six, that’s where they are.
“Financially, we’ve seen them perform very well in recent years, so I think it’s probably achievable, but I think it comes with a little bit of a risk warning in the current climate.
“I think they’ll have got some assurances in there and probably some performance-related bonuses or, negotiations around that.”
Spurs must deliver in the Champions League
The Premier League is of great importance to Tottenham, but nothing is more important than Europe’s elite football competition in the eyes of potential sponsors.
“If you’re not in the Champions League, it might be a percentage less. That’s what I’d be looking at as a sponsor,” Plumley continued.
“If it is maxed out around, Champions League qualification, consistent on-pitch performance and things that come with it because as a sponsor, you want maximum exposure.
“The Champions League gives you that, so I think if they are to get that figure, there’s likely going to be some, you know, kind of, clauses in there that are linked to sporting performance.”
If Tottenham want to increase the revenue they generate, it is essential that Frank gets the side performing in the Champions League and progressing as far as possible.
Spurs had a memorable run in the competition in 2018/19, but have struggled to win in the knockout stages since then. However, the Europa League last season showed that even against the odds, Tottenham have a chance at success.
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