Reports in the Telegraph suggest that Daniel Levy is finding it difficult to find a big money naming rights deal for the new Spurs stadium.
Sponsors are said to be balking at his £200m asking price, and the tough negotiator may be forced to drop his valuation for a ground-only deal, reported to be £20m a year over a decade.
West Ham United are said to be experiencing similar troubles with their London Stadium.
Chief strategy officer at sports marketing agency Synergy, Carsten Thode says: “There is a mismatch between what the market thinks it is worth and what Daniel Levy wants for it.
“Levy’s best hope of attracting a decent deal will be from China, which will soon be investing more heavily in the Premier League than any other nation. Stadium naming rights are very broad brush and the market is becoming sophisticated.
“The stadium naming rights has value for exposure but in the modern world, with modern habits, that value is decreasing because companies can compare it with other marketing options.
“Shirts and stadiums provide a lot of exposure, but they don’t provide targeted measured actions, so you don’t know who is seeing them, you don’t know if the person is old or young, and you can’t tell a story.”
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