Finance expert says new Spurs brand deal likely to include ‘substantial bonuses’

Football finance expert Kieran Maguire has suggested that Tottenham Hotspur will be in line for a big bonus from new sponsor Coca-Cola if they win silverware during the course of the partnership.

Spurs announced on Thursday that they have entered into a multi-year partnership with Coca-Cola.

It was revealed that as a result, the company’s range of products, including Coca-Cola and Coca-Cola Zero Sugar, will be available at the Tottenham Hotspur Stadium from now onwards.

Spurs were not alone in partnering with the world’s largest beverage manufacturer and distributor. Liverpool, Bayern Munich, Juventus and Paris Saint-Germain also announced similar partnerships last week as the drinks brand aims to grow its football portfolio (Daily Mail). 

The aforementioned football clubs have come under criticism from health experts for the partnership, with many calling for football clubs to sever ties with junk food companies, who are deemed responsible for the increasing prevalence of obesity among children.

Maguire has now explained that the partnership with Coca-Cola will involve a substantial bonus for Tottenham if the club are able to win trophies over the coming years.

When asked about the agreement, he told Football Insider: “Spurs’ stadium, the amount of money they have spent in recent years coupled with the high-profile manager certainly shows that they are part of the elite.

“What they have now got to address is the big hole as far as fans are concerned, which is having trophies to put in the cabinet.

“If they can deliver on that, there are likely to be substantial bonuses from a company like Coca-Cola.

“The reason for that is everyone wants to be associated with success. Coca-Cola are one of the biggest brands in the world and would love to put their product next to some silverware.”

Spurs Web Opinion

This will not be restricted to Tottenham’s agreement with Coca-Cola, as all sponsorship agreements will likely involve some type of performance-related bonus and trophy bonuses. All brands would want to be associated with success and would thus incentivise that. 

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