Daniel Levy may have played a blinder as Tottenham-Jordan collaboration mooted on top of £30m per year Nike deal
Daniel Levy is not always the most popular figure among Tottenham supporters.
With a reputation for prudence and pragmatism, there is a school of thought that the Spurs chairman has at times been an anchor on the club preventing them from progressing into the real elite of world football.
But a suggestion that surfaced from footy.headlines on Wednesday (24 January) could prove to be a financial masterstroke for Tottenham.
The website posted on its official X account hinting a collaboration between Spurs and the Jordan brand, owned by basketball legend Michael Jordan.
The Jordan brand is a subsidiary of Nike, who produce Tottenham’s kits. While there are very few other details at this stage, the most viable option is seemingly that Spurs would wear Jordan apparel in addition to their Nike kits.
It was announced back in October 2018 that Spurs had agreed a 15-year contract with Nike to be their kit manufacturer until 2033, a deal that the Sun reported is worth £30million per year.
That contract was reported to be one of the longest football club deals in the company’s history and drew some criticism from supporters due to the likes of Manchester City and Arsenal earning double that in other partnerships (Spurs Web).
Levy explained there were a few reasons for this, namely that Spurs were unwilling to relinquish any of their merchandising rights and that other clubs sold more shirts, which affected the fee.
But the idea of linking up with Jordan is an exciting one, not least because of the global appeal it would generate.
Moreover, Jordan has struck a similar deal before, first linking up with Ligue 1 giants Paris Saint-Germain for the 2018-19 season where among the apparel was home and away shirts to be worn in the Champions League.
Financial experts Forbes wrote in 2018 that details of the figures were not announced but that there was an agreement to produce “ninety performance, training and lifestyle products” including the famous Jumpman logo.
The Athletic (26 December,2023) explained further the benefits it has brought to PSG since they first linked up with the Jordan brand.
“In its latest annual report, as detailed by Forbes, Nike reported $6.6billion in annual wholesale revenue for Jordan Brand,” the Athletic wrote.
“The club say that their revenue has increased eightfold since 2012, and that their partnership with Jordan has increased sales outside France. Indeed, they suggest those sales rose by 50 per cent within the first six months of the agreement.”
Of course, as things stand these are still just rumours but there is certainly a clamour among football teams to follow the PSG model and increase their revenue streams.
If it comes to fruition, then Levy and the hierarchy involved with such deals at Tottenham may have just pulled off a financial masterstroke that could benefit the club for years to come.
In other Tottenham news, one pundit thinks Spurs can seal an “ideal” last-gasp £30m transfer in January.
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