According to finance expert Kieran Maguire, Tottenham Hotspur may end up pulling out of the Euro 2028 bid as they look to secure a big-money branding deal for their stadium.
Since opening in 2019, Tottenham have been looking for a lucrative sponsorship deal for the naming rights of the Tottenham Hotspur stadium
The state-of-the-art venue is regarded as one of the best in the world, with facilities for various sporting and entertainment events, ranging from NFL, boxing, and music concerts.
The 62,850-seater stadium has been selected as one of ten stadiums for the UK and Ireland’s bid to host Euro 2028 (Sky Sports).
However, UEFA rulings insist that any stadium name must be free of brand affiliation, which could cause issues for Spurs as they look for a sponsor (The Times).
A recent report from Football Insider suggested that UEFA would not make an exception to their ruling, despite Tottenham’s desire to discuss terms with companies like Google and Amazon.
Now, the same publication has word from Maguire that Spurs may end up abandoning their plan to help host Euro 2028 so that a sponsorship deal can go ahead.
Maguire said: “Spurs will continue looking for a multi-year deal with a naming rights partner.
“The money that will generate will dwarf any money they could potentially bring in from hosting two or three games in Euro 2028. Ultimately, the commercial decision takes priority.
“There will be flexibility in terms of hosting matches and it will be something the Tottenham board are happy to sacrifice.
“Daniel Levy was hoping to push this through, but the naming rights deal is the club’s top priority deal.”
Spurs Web Opinion
I had a feeling it would go this way. There’s not a chance that Levy would consider ditching the sponsorship deal in favour of being a part of the Euro 2028 bid.
Given the commercial benefits of any branding, it’s no surprise that would take precedence for the Spurs chairman.
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