Tottenham Hotspur appear to be moving closer than ever to finally securing a naming rights partner for their £1bn stadium, with the club’s owners, the Lewis family, signalling a clear shift in commercial direction.
According to Telegraph Sport, after taking full control from Daniel Levy in September, the new leadership has prioritised modernising Spurs’ commercial operations, starting with the stadium deal that has remained unresolved for more than six years.
A major part of that strategy is the imminent arrival of Alex Scotcher, who will join Tottenham in January as commercial director. His track record of securing naming rights for Everton and Valencia has put him at the centre of Spurs’ renewed push.
Tottenham turn to industry expertise after years of frustration
Scotcher joins from US-based consultancy Elevate, where he served as senior vice-president of global partnerships. Before that, he held senior roles at Roma, leading global commercial operations, but it is his recent work at Elevate that most excites Tottenham supporters.
Elevate were appointed as Everton’s sponsorship sales agency for the club’s £750m new stadium and this year secured Hill Dickinson as the naming rights partner in a deal worth a reported £10m per season over a decade.
The consultancy also works with Valencia on the New Mestalla project, where Scotcher emphasised the importance of combining global perspective with local identity when positioning a stadium to prospective brand partners.
Spurs aim to correct financial mistake
Tottenham’s lack of progress on naming rights has often been attributed to Levy’s insistence on setting an unrealistically high price.
He reportedly sought £25m per year over 15 years, a world record deal valued at £375m, which proved too steep even after hiring experienced commercial executive Todd Kline, who eventually departed for Chelsea with the stadium still unnamed.
With Everton securing £10m per year, Spurs, who expect a significantly larger figure, are estimated to have lost out on more than £60m in revenue during the delay.
Scotcher’s appointment is therefore viewed as a targeted, strategic move to restart a process that has stalled repeatedly.
He will report to chief revenue officer Ryan Norys, with the Lewis family eager to expand the club’s commercial reach while reinforcing long-term competitiveness on the pitch.
FGG Says
Tottenham’s stadium naming rights search has dragged on far too long for a venue of its scale and global visibility. The arrival of Alex Scotcher suggests a decisive shift towards a more realistic, data-driven commercial strategy.
His experience in securing the Hill Dickinson deal for Everton shows he understands how to position a stadium as a full-scale entertainment destination, exactly how Spurs intend to market theirs.