On the back of Tottenham’s historic deal with Formula 1, CEO of BDS Sponsorship, Richard Busby, believes that the North London club are now taking significant steps towards eventually becoming a multi-sport club.
Spurs announced earlier this week that they have agreed a 15-year strategic partnership with Formula 1 that will include the production of the world’s first in-stadium electric karting track.
The club also confirmed the venue will incorporate a new driver academy and career development programme.
The Lilywhites already have an agreement with NFL to host two matches per season at the Tottenham Hotspur Stadium while the 62,850-capacity venue has also been host to Rugby Union and boxing since its opening almost four years ago.
In addition, Tottenham’s home ground was also included in England’s unsuccessful bid to host the 2026 Hockey World Cup (Eurosport), although the bid ultimately proved unsuccessful.
While none of the organisations that currently stage events at the Tottenham Hotspur Stadium are under the club’s control, Busby believes that things might change in the future.
He told Football Insider: “I think the ultimate aim for Tottenham is to try and become a multi-sport club.
“As well as concerts, you’ve got American football, F1, Boxing. A sponsorship deal will normally just be football-linked.
“But if you have all these other sports and events, your offer is extended across a whole range of lifestyle interests.
“If you don’t like football, there are a lot of other things they can provide. If you’re inviting potential new partners, there are other things you can show them.
“The big problem with Tottenham is that they don’t have the global following of the other major teams.
“They are innovative, sure. But ultimately, they haven’t got the heritage of some of the other teams.
“In Spain and Italy, some of the clubs own basketball teams. They actively do more than one sport, owning the teams rather than merely renting the facilities.
“There is a new Formula 1 bar opening in London, which is part of the new owners’ plan of striking licensing deals. They are trying to spread their wings and make themselves more relevant.
“I notice they haven’t mentioned who is driving. It will be interesting to see if any major drivers take part. I think the deal will be linked to some kind of personal appearance.”
Spurs Web Opinion
Serving as the home base for a London-based NFL franchise in the future is clearly something that was in Daniel Levy’s mind while the stadium was being built.
The only way such an expensive infrastructure project made sense for Spurs is for the venue to be used for more than just football matches.
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