Finance: Report reveals Tottenham have been overtaken by fierce rivals Arsenal as overall brand suffers
Tottenham regressed on the pitch this season and it has now been revealed their brand also regressed off the pitch as Daniel Levy is sent a clear message by Brand Finance’s latest report.
The June update is an annual report on the 50 most valuable, strongest football brands in the world.
Tottenham performed exceedingly well in the 2022 report, finishing eighth and seeing their value rise 21 per cent to £740million, an all-time high in their brand valuation. However, they have now seen a setback in the 2023 report.
Despite their value still rising, it was only by three per cent on this occasion, with their value now standing at £774million. Bitter rivals Arsenal took the eighth spot on the list as Tottenham fell by one spot, down to ninth.
“The 2022-23 season has been disappointing for the Spurs as they were knocked out of both the FA Cup and the Champions League. The club’s reputation and brand strength were further compromised following manager Antonio Conte’s exit in March 2023, leaving the club in search of their fourth permanent manager in four years,” read the report.
However, as sustainability becomes a key issue among sponsors, with brands now under more pressure to demonstrate positive environmental action, this is an area the report states that Tottenham has shown great progress.
“For Example, Tottenham Hotspur Football Club (ESG score 58/100 ) recently partnered with battery technology, electric vehicle, solar, and critical power services company VivoPower, due to a shared vision to minimise harmful environmental impacts,” the report states.
“Through this sponsorship, Tottenham were in turn able to engage a brand that would assist them in bringing awareness to their own sustainability objectives. VivoPower undertook a review of Tottenham Hotspur’s stadium and training centre to explore future net zero carbon solutions.”
The good news for Tottenham is that while their brand value took a hit, and poor footballing-based decisions didn’t allow it to grow as much as it could have, the club’s enterprise value still continues to flourish.
The enterprise value is defined in the report as “the value of the entire enterprise, made up of multiple branded businesses.”
In this list, Tottenham remains tenth in world football, having seen a 31.1 per cent rise between 2022 and 2023 from a value of £1.4billion to £1.9billion.
In other Tottenham news, stats reveal that Spurs need to make a move for this world-class defender.