Financial expert suggests Spurs sponsorship deal has likely ‘gone down’

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Daniel Levy
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Football Finance expert Kieran Maguire has claimed that Tottenham Hotspur are likely to have accepted reduced terms after the club extended their partnership with Kumho Tyre.

Spurs announced last week that they had signed a long-term extension to their agreement with Kumho Tyre as the club’s Official Tyre Partner.

The partnership between the South Korean company and the Lilywhites began back in 2016 and has been going strong for five years.

After the recent announcement, the relationship between the parties is set to carry on for the foreseeable future, with Tottenham’s chief commercial officer, Todd Kline expressing his delight at being able to agree on the extension.

The news might have come as a bit of reprieve for Daniel Levy and co at a time when Tottenham’s finances had been hit badly by the pandemic.

However, Maguire has now explained that it is likely that the club would have had to settle for a reduced sum after they failed to qualify for the Champions League for a second year running.

He told Football Insider about Tottenham’s announcement of an extension with Kumho Tyre: “In theory, it could be ticking up or down.

“I know, for example, that when Amex renewed their deal with my team, Brighton, we went from £1.5million to £9m.

“Normally, if the sponsors are happy with the return in terms of generating clicks or reach, they will ask why go for an alternative marketing strategy when the present one is clearly working?

“But in Spurs’ case, I imagine it will have gone down. There will almost definitely be contract clauses linked to Champions League participation and progress.”

Spurs Web Opinion 

Some Spurs fans rightly sometimes question why the club’s ownership prioritises a top-four finish over winning silverware.

However, one needs to remember that for a self-sustaining club like Spurs, the Champions League revenue is vital for us to stay competitive, with sponsorship deals also hinging on it.

Additionally, the absence of Champions League football makes it very difficult to attract the type of players we should be going for.

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