A football finance expert has made a big claim on what Vinai Venkatesham and the Tottenham hierarchy will be looking to achieve commercially.
Spurs moved into their new billion-pound stadium back in April of 2019, but the club still have not found a naming rights partner for the venue.
It has been suggested over recent weeks that Daniel Levy’s exit may pave the way for Spurs to finally find a naming rights partner, with the Lilywhites thought to be looking for a lucrative long-term deal.
In fact, it has been claimed that Tottenham’s new commercial director, Alex Scotcher, will prioritise securing a naming rights partner when he gets started in his new role next month.
Tottenham backed to achieve a £17m-per-year naming rights deal
Earlier this month, it was claimed that Spurs are eyeing a record £20m-per-year deal for the naming rights of the Tottenham Hotspur Stadium.
However, Football finance expert Dan Plumey has suggested that the best Tottenham can hope to get is a deal worth around £15m-£17m, citing the fact that Everton only achieved a £10m-per-year deal for the Hill Dickinson Stadium.
When asked about the North London club’s search for a naming rights partner, Plumey told Football Insider: “I think, ultimately, it’s positive. When you look at the person involved, and they’ve just been involved in a recent negotiation, we’re led to believe that Everton got kind of ballpark £10million, that was the figure that was mentioned.
“I think Spurs will be looking for something in that region at least. It is tricky because even if you look in and around Europe, some of the biggest deals for this are still in the region of, like, £15m to £17m, as an average kind of ballpark. So it’s not easy to generate huge amounts of cash from this.
“But that’s a good marker to aim at, and I think that’s where Spurs will have their sights set. It’s very clear that they want the stadium name and price deal for this all along. They’ve never called the stadium anything with that in mind.
“So I think, you know, that’s the ballpark that they’ll be aiming at for sure based on where the sectors at. And as I said, you know, if you’re getting the person in that’s been involved in a deal recently for, you know, the Everton deal and the similarities there, then I think that can only be a positive for the club.”
Why Spurs will hope to get a much more lucrative deal than Everton
The big difference between the Hill Dickinson Stadium and the Tottenham Hotspur Stadium is not just their respective locations, with London being a much bigger commercial centre than Liverpool.
Spurs’ home ground is also a multi-use venue in a manner other stadiums in the UK are not, owing to its retractable pitch.
The number of non-footballing events held at the ground are going up year on year, which is why Tottenham would believe they can offer much more value to a naming rights partner than any other club in the Premier League.