Former Spurs midfielder raises questions over rumoured Amazon naming rights deal

Tottenham Hotspur Stadium
Dom Le Roy

Former Tottenham midfielder, Michael Brown, believes one of the main variables that Daniel Levy has to consider before selling the naming rights deal is to decide whether the brand fits in with the historic ethos of the club.

The Daily Mail reported earlier in the week that Amazon has expressed an interest in entering into a partnership with Spurs for the naming rights of the Tottenham Hotspur Stadium.

It was claimed that Daniel Levy believes he can secure up to £25 million a season over at least 10 years for the naming rights of the state-of-the-art 62,303-capacity venue.

Some Spurs fans were enthusiastic about the prospect of Amazon buying the stadium’s naming rights, with a few even urging the Jeff Bezos-owned firm to buy the club from ENIC and Daniel Levy.

While Brown insisted that the rumoured deal would have no bearing on the players, he implored the Spurs chairman to be conscious of the club’s traditions when choosing a naming rights partner.

Speaking to Football Insider, Brown said: “As a player, it would be no different for you. They would hope it would be a lucrative deal with Amazon that could maybe strengthen the squad or their salaries go up – that is a player’s view.

“But then looking from outside the football club it comes down to history. Does it fit with the model of Spurs? They are very much in their beliefs at Spurs to do the right thing generally.

“It is a wonderful club with a wonderful stadium.”

Spurs Web Opinion

The main consideration for Daniel Levy will be the money the club can earn from a naming rights deal rather than ensuring that the brand’s ethos matches with Tottenham’s. I believe he is determined to make it the most expensive naming rights deal in history, which will certainly be a positive for the club in terms of our ability to compete financially with the big boys.

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