A football finance expert has explained why Tottenham Hotspur have discontinued their shirt sponsorship deal with AIA, and has revealed what the Lilywhites are now planning.
The Asian insurance giant will become their Global Training Partner from July 2027 through to June 2032, and they will also remain their kit sponsor during the same period.
It has been suggested by some sources that Spurs are looking for a £60m per year deal for their new shirt sponsorship, starting from the 2027-28 season.
Why Tottenham decided to end their agreement with AIA
Finance expert Dave Powell has now claimed on GiveMeSport that work is already underway at Spurs to seek a new front-of-the-shirt sponsor.
In fact, he reveals that the North London club’s commercial team have already started receiving expressions of interest and have sounded out multiple potential interested parties.
The expectation at the club is that the next deal will undoubtedly be a club-record sum. Powell explains that, according to industry experts, Spurs’ deal with AIA was undervalued to the tune of over £9m.
He adds that the Lilywhites could achieve a £60m to £70m per year deal if the right partner is found.
Spurs could get £1bn windfall if they copy rivals
A few days ago, Football finance expert Kieran Maguire even claimed that Tottenham could sell their kit sponsorship and stadium naming rights as a single package.
This is backed up by Powell, who pointed to examples such as Barcelona and Man City, who have done something similar to achieve a huge financial windfall.
Powell stated: “The departure of AIA presents Tottenham Hotspur with a rare strategic opportunity to reshape their commercial landscape from 2027 onwards. For prospective partners, the club can offer a powerful dual proposition: alignment across both the front-of-shirt sponsorship and stadium naming rights.
“This convergence unlocks exceptional brand visibility and long-term value, allowing sponsors to embed themselves into the very identity of the club. It’s a model that has delivered outsized impact for Etihad Airways at Manchester City and Spotify at FC Barcelona – where unified deals have elevated brand presence far beyond traditional sponsorship. Spurs now stand poised to offer something similarly transformative.
“Manchester City’s deal with Etihad Airways is reportedly worth up to £1bn over its full term, with annual values estimated around £60m to £65m. Barcelona’s Spotify partnership, signed in 2022, includes shirt sponsorship for both the men’s and women’s teams, training kit, and stadium naming rights, and is valued at €280m over four years—roughly €70m per season.”
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