The CEO of BDS Sponsorship Richard Busby has said that he expects Amazon to push hard for the naming rights of the Tottenham Hotspur Stadium.

The Athletic were the first to report on Monday morning that Spurs had entered into meaningful talks with Google over the naming rights of their stadium.

The Times subsequently revealed later the same day that the North London club are looking to strike a naming rights deal worth around £25m a year, and added that they had also held talks with the likes of Uber, FedEx and Amazon over the past few years.

According to reports, if Spurs do secure a deal worth £25m a year, that would be a world-record deal, beating out Manchester City’s naming-rights deal with Etihad, which is valued at £21.9m a year (Evening Standard).

Busby has now suggested that Amazon could use Tottenham’s state-of-the-art 62,850-seater arena to push their audiobook and podcast platform Audible.

He further explained that the reported £25m year-a-year figure would depend on performance-related add-ons or the value of any tech tie-in that comes with the deal.

Busby told Football Insider about the naming rights of Tottenham’s home ground: “I’ve heard Amazon are still in play. Audible could also be a factor. Unlike Spotify, Amazon haven’t spent a lot of money in terms of brand recognition on Audible.

“There has to be a technology play here otherwise the deal wouldn’t be worth that much. Companies like Amazon can enhance the fan experience and showcase new technology at the stadium.

“So, the headline figure could be £25m-a-year, but that might be, for example, £10m plus £15m worth of technology. The value of the deal would also increase massively if the sponsor has more on-air branding, perimeter advertising and so on.

“I think that enhanced visibility to international audiences on television will help them reach £25m. I also think it will be incentivised based on performance.”

Spurs Web Opinion

The fact that the Tottenham Hotspur Stadium is one of the most technologically advanced in world football, is probably why tech giants like Google and Amazon are interested in the naming rights. 

These companies will only be looking at sponsorships that fit in with their brand image and there is no doubt that Spurs’ home ground does. 

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