Why Tottenham Hotspur have not had a stadium sponsor since the £1bn venue opened in 2019

Tottenham Hotspur Stadium has gone more than seven years without a naming-rights sponsor, despite being one of the biggest and most commercially attractive venues in the Premier League.

The club remain open to a deal, but are taking their time to find the right partner.

Tottenham Hotspur Stadium remains brand-free – for now

Since opening in 2019, Tottenham's home has retained the Tottenham Hotspur Stadium name, despite widespread expectations that a naming-rights agreement would eventually be reached.

Eight Premier League clubs currently have sponsored stadium names, including Arsenal's Emirates Stadium and Manchester City's Etihad Stadium, making Spurs' position increasingly unusual.

The north London club operate one of the country's biggest sporting and entertainment venues, with the stadium able to host up to 30 major non-football events each year, including NFL games and concerts. That makes the naming rights potentially particularly valuable.

However, Tottenham say there has been no significant progress towards securing a stadium sponsor at present, with the club stressing that any partner would need to be a major brand that fits its values and improves the fan experience.

A club spokesperson told the BBC that increasing commercial revenue is “crucial” to remaining competitive while complying with financial regulations.

Tottenham also see the stadium naming rights as one part of a wider package of commercial opportunities available to potential partners.

The club has instead launched ‘The Collective', a sponsorship programme designed to provide bespoke activations across individual stands, with Sports Illustrated becoming its first partner.

FGG says: Tottenham’s stadium naming rights could be worth waiting for

It is understandable why Tottenham have resisted simply taking the first big cheque on offer.

The stadium is one of the club's biggest assets and putting a brand name on it is a major decision, so finding a partner that genuinely fits makes sense.

There is also something quite appealing about Tottenham Hotspur Stadium retaining its identity after all these years.

A naming-rights deal could generate significant extra revenue, but if the right opportunity has not arrived yet, Spurs are probably better off waiting than forcing a partnership that does not feel right.