Tottenham Hotspur are preparing to strike a major new sponsorship deal as plans take shape following confirmed news about their long-standing partnership with AIA.
It was revealed earlier this week that Tottenham Hotspur’s partnership with front-of-shirt sponsor AIA is set to evolve in the coming years.
Spurs confirmed that from 2027, they will have a new front-of-shirt sponsor, bringing an end to their more than a decade-long partnership with the Asia-based insurance company.
AIA is expected to instead feature on Spurs’ training kits from 2027 to 2032, meaning that a new front-of-shirt sponsor is needed.
Tottenham eye £60m front-of-shirt sponsor deal
Football Insider is now reporting that Tottenham are looking to agree a new front-of-shirt sponsorship deal worth up to £60 million.
No names have been mentioned yet, but it is understood that Spurs are looking to reach an agreement with a new shirt partner in a deal that could be worth between £50–60 million.
It is claimed that while AIA’s downgrade is “surprising”, it was a change that was expected, especially after the departure of Heung-min Son in the recent summer transfer window.
As a result, the Lilywhites are believed to be working behind the scenes to find a new front-of-shirt partner to replace AIA.
How Spurs’ shirt sponsorship compares with Premier League rivals
Tottenham fans have since stated that they look forward to having new shirt sponsors, with many hoping for a sponsor without a red logo.
Regardless, AIA have significantly contributed to Spurs’ financial growth, after extending their deal for a further eight years in 2019, taking its total value to £320 million over the lifetime of the partnership.
The Asian insurance giant, which has a market cap of more than £80 billion, remains one of the most recognisable names in Premier League sponsorship.
In terms of the biggest shirt deals in the league, Liverpool could bank more than £100 million a year from their new agreement with Adidas.
Manchester United’s deal with Adidas is worth £90 million annually, while Arsenal rake in around £75 million from the German kit supplier.
If Spurs do secure a £60 million deal, they would still sit behind United, Arsenal and Liverpool in those terms, but it would represent a significant step forward commercially for the club.
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