When Tottenham Hotspur made the switch to their new stadium, their main aim was to boost revenues by opening up a variety of new, lucrative income streams, and it would be fair to say that the club have succeeded.
The most high-profile example of this approach is the Lilywhites' deal with the National Football League (NFL) that saw the United States-based group contribute £10m towards the venue's overall construction cost of £1.2bn, a show of commitment after Spurs designed their home to meet NFL specifications.
Since the Tottenham Hotspur Stadium opened in 2019, the venue has hosted the NFL's London Games each and every year other than 2020, when the pandemic led to the multi-million pound event being cancelled.
Reportedly, the terms of the initial 10-year deal between Spurs and the league suggest that the Lilywhites earn roughly £2m per game.
However, while American football 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.
Read on as Football Ground Guide takes a look at the numbers behind the ground turning 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 that likely rises even higher during the 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 2025, 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.
