Tottenham Hotspur have been playing at their state-of-the-art stadium for the past six years. They opened the ground in 2019 after taking the tough decision to replace their beloved White Hart Lane with a modern venue.
The new stadium has undoubtedly been a success, largely because it has allowed Spurs to host plenty of non-football events, including high-profile boxing bouts and NFL games.
However, surprisingly, the North London club are yet to sell the naming rights for the venue, meaning it is still known as the ‘Tottenham Hotspur Stadium'.
According to The Telegraph, the club's owners, the Lewis family, are set to appoint Alex Scotcher as Tottenham's new commercial director.
Scotcher, who will start his role in January, is expected to lead Tottenham's efforts to find a stadium naming rights partner. In his role for Elevate, Scotcher was involved in securing a £10m-a-year deal for Hill Dickinson to take the naming rights for Everton's new stadium on Bramley Moore Dock.
Spurs holding out for £25m naming rights deal
According to Football Insider, Spurs will be demanding around £25m a year for the naming rights of the Tottenham Hotspur Stadium.
The Europa League winners are reluctant to budge from their valuation, which is part of the reason why they are yet to find a partner.
Some potential naming rights partners may have been open to a deal in the region of £10m to £15m, but Spurs are yet to find a company that are willing to spend up to £25m per year on a 10-year deal.
However, the report claims that some market analysis suggests £25m is a fair figure, even though it is proving difficult to strike a deal for that price.
FGG says: New commercial director has key role to play
Having struggled to find a suitable naming rights partner, Tottenham will hope that the imminent arrival of Scotcher as commercial director could be key in making progress in negotiations due to his experience in this area.
Spurs are already reaping the financial benefits of having one of the best stadiums in the UK, having made it the go-to venue for other sporting events and concerts.
They stand to increase their revenue if they can secure a lucrative deal for their naming rights, although, having waited this long for a suitable partner, they will surely show no hesitation in remaining patient to secure a deal close to their valuation.