Tottenham Hotspur’s new stadium still doesn’t have a sponsor, and that’s something that’s a bit bizarre considering we’re close to beginning the third Premier League season since it opened. There are reports that there’s movement on that front, but it also looks like in the meantime Tottenham are looking at other sources of so-called “alternate revenue.”
Alasdair Gold is reporting today that Spurs are closing in on a sponsorship deal for their training kits. That’s something that has become pretty commonplace in today’s modern Premier League, but much like the sleeve sponsorships, it’s something that Spurs haven’t really utilized. The sponsor would likely be separate from AIA and that logo would appear on all of Spurs’ Nike training gear while they work out at the Hotspur Way and before matches.
There’s no information on who the sponsor might be or how much the deal might be for, but I’d guess it’s probably at least £10m/year. Gold mentions a couple of other Premier League training gear sponsorships that are at or above that level (Liverpool’s most recent one was around £20m/year), and it’s hard to imagine Daniel Levy agreeing to something much below that number. And frankly, the club could probably use the money after more than a year of depressed revenues due to the COVID-19 pandemic.
The club will announce this when they’re good and ready and probably with no small amount of fanfare, so I suspect we won’t have long to wait. We’ll know when it happens.