Levy delivers Tottenham Hotspur Stadium naming rights update and explains delay
The Tottenham supporters have been waiting for four years to see exactly what name their huge stadium will eventually be given
The Tottenham Hotspur Stadium ahead of the Premier League match between Tottenham Hotspur and Sheffield United
Daniel Levy has explained why the process of deciding who should get the Tottenham Hotspur Stadium naming rights is taking so long.
Spurs’ huge £1billion stadium officially opened to the public with the Premier League game against Crystal Palace in April 2019 and discussions with various companies have taken place since with regard to the naming rights for the 62,850-seater ground. However, more than four years on with countless matches, concerts, events, NFL games and more held there, it remains the Tottenham Hotspur Stadium.
Stadium naming rights deals around the world have brought in hundreds of millions for clubs, franchises and corporations. The Staples Center in Los Angeles, the home of the NBA teams the Lakers and Clippers among other sports franchises, became they
Also in LA, the impressive SoFi Stadium, home to the NFL teams the Rams and Chargers and owned by Arsenal owner and co-chairman Stan Kroenke, was opened in 2020 with a big naming-rights deal worth £504million over 20 years.
Earlier this month, Spurs chairman Levy, along with a number of other board members, met with supporters at a two-hour Tottenham Hotspur Fan Advisory Board meeting at Lilywhite House alongside the stadium.
During the Q&A section of the meeting, One Hotspur member Hemali Patel asked for an update on those long-awaited stadium naming rights.
In the minutes from the meeting, it was stated that Spurs’ chief commercial officer Todd Kline explained that “naming rights deals are complicated and we only have one opportunity to name the stadium. Getting the term, fee and brand partnered with all correct are difficult”.
When asked if a deal could be done in the foreseeable future, Levy also spoke about the situation with the naming rights and suggested that there were also benefits from not having a sponsor at the moment.
“As well as identifying the right brand, the sector the brand operates in is important,” he is quoted as saying in the meeting minutes. “Finding a brand and sector that matches the club’s values is vital. There is a trade off with the club’s own brand; where the value of the exposure of brand ‘Tottenham Hotspur Stadium’ in different markets draws in other revenue and benefits”.
The Spurs chairman also said that it was a logical step that there should be an NFL franchise in London once day but that it was something outside the club’s control.
