Tottenham Hotspur are set to benefit from a major upcoming shirt sponsor deal thanks to their state-of-the art Tottenham Hotspur stadium.
The club revealed that current front-of-shirt partner, Hong Kong insurance group AIA, will not be extending their deal beyond the 2026-27 season, instead becoming the new training kit sponsor on an agreement running until 2032.
Tottenham set for £40m sponsor deal?
Speaking to Football Insider, former Manchester City financial adviser Stefan Borson revealed the Lilywhites' next deal could be worth around £40m.
“I would think £35-40m would be the target price, probably something in that order.
“I mean, we know where the market is because it looks like Chelsea have been trying to get it for let’s say £60m.
“Now, I suspect that the proposition as a main sponsor of Tottenham Hotspur has more that you get within the sponsorship, partly because the stadium is just that much better and has more events and all of this sort of stuff.”
Lilywhites set to exceed Chelsea's sponsorship targets
Borson advised that Thomas Frank's side should be able to command a higher price than neighbours and rivals Chelsea due to the extent of the facilities at their new home opened in 2019.
“You’ve got the boxes and all this sort of stuff, so it’s not impossible that there’s a lot more value of the kind of peripheral marketing and hospitality rights that you get with Tottenham Hotspur,” said Borson.
“When you add these things up, that could be worth £3m of value maybe. I would think that the upper limit is probably the sort of £60m that Chelsea haven’t been able to achieve.
“The more realistic level is, as I say, probably around £35-40m a season.”
Chelsea are, indeed, still yet to agree a front-of-shirt sponsor for the 2025-26 season and beyond as the Blues hold out for their £60m valuation.
FGG says: Tottenham Hotspur Stadium continues to prove its worth
Since the £1.2bn investment in their new North London home, Tottenham Hotspur have continuously made the state-of-the-art venue and facilities count to form a lucrative arena – one with a greater scope for income than those around it at the top end of the Premier League.
The sponsorship details should only continue those rewards, with the club better able to capitalise on their asset in a bid to build further on the £255m of commercial income generated in the 2023-24 financial year per the club's accounts.
This adds to year-round income available from the ground's ongoing NFL deal, reportedly earning Spurs £2m per matchday, which has been extended until at least 2030, while the stadium also continues to serve as an attractive London venue for a variety of concerts and other shows.
It is yet to be seen whether the Lilywhites will go a step further and sell naming rights to the stadium in another brand deal to further improve commercial income.