When Tottenham Hotspur were drawing up plans for their new stadium, the club decided that White Hart Lane's successor would be designed with a variety of lucrative revenue streams in mind.
One of the most notable examples of this approach is the National Football League's (NFL's) deal with the Lilywhites that saw them reportedly contribute £10m towards the ground's £1.2bn overall construction cost as a show of commitment, with Spurs opting to develop their home to fit NFL specifications.
Since the Tottenham Hotspur Stadium opened in 2019, the venue has hosted NFL's London Games each and every year other than 2020, when the pandemic led to the multi-million pound event being cancelled.
The reported terms of the initial 10-year deal between the league and the club indicates that Spurs pocket approximately £2m per game, and that partnership will run through to at least 2030 after being extended in 2023.
However, while the NFL is a major source of revenue for the Londoners, the Tottenham Hotspur Stadium also serves as a key centre for music concerts, boxing events and a whole host of other high-profile entertainment shows, turning the ground into one of football's most lucrative ventures.
Match day income
Tottenham reportedly earned £106m in matchday income for the 2023-24 season, a slight drop from £118m the previous year, but that figure is expected to rise sharply soon.
Analysts predict the club will smash their matchday income record in 2025-26, with Champions League football set to drive huge ticketing and hospitality revenue.
According to TBR Football, Tottenham earn an average of around £800,000 per home match from catering alone, a figure set to rise even higher during the ongoing 2025 NFL London Games.
Commercial ventures and non-football events
Tottenham’s growing list of commercial ventures, including a 12-year deal with Sports Illustrated signed in September, has also significantly boosted the overall value of their state-of-the-art stadium.
The partnership with Sports Illustrated Tickets is the first under Spurs’ new ‘The Collective’ initiative, aimed at securing commercial partners for each stand at the Tottenham Hotspur Stadium.
As part of the deal, Sports Illustrated has gained major branding rights in the East Stand, alongside a new 3,000-capacity premium hospitality experience within the stadium.
According to reports, Tottenham generated £55m from non-football events in 2023-24, including concerts and combat sports, and artists like Gorillaz and System of a Down are still set to perform there in 2026.
FGG Says
Tottenham have brilliantly turned their stadium into a year-round business hub, mixing sport, music, and entertainment to maximise every revenue stream possible.
Their partnership model shows smart long-term thinking, and commercial deals like Sports Illustrated's will ensure Spurs stay financially competitive.
