How many millions Tottenham have lost out on from lack of stadium naming rights deal
Tottenham opened their state-of-the-art stadium in April 2019, but have yet to secure a naming rights deal.
Since then, Spurs have lifted the Europa League title, Daniel Levy has departed and music’s icons have graced the North London stage.
However, with no deal in place, the Lilywhites have been missing out on a substantial stream of income.
Here, Tottenham News analyses exactly how much money the Premier League club has lost since their stadium opened.
Tottenham have missed out on around £90m without naming rights deal
Spurs may have secured a £90million media rights deal, but they have lost around the same figure because of their stubbornness with their 62,850-capacity facility.
In February, Football Insider reported that the North London outfit had missed out on approximately £75m of extra revenue after turning down naming rights offers for their stadium.
It is understood that Tottenham have been holding out for £25m a year, with Levy turning down offers between £10-15m a year.
When using the rejected figures as a starting point, that means that the Lilywhites have now missed out on up to £90m in potential revenue.
| Potential naming rights figure (per year) | After six years |
| £10-15m | £60-90m |
| £25m | £150m |
However, when calculating based on their desired figure of £25m a year, it works out to be around £150m lost over six years.
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What is the state of play with a Spurs naming rights deal?
Nike and DHL have been linked with Tottenham in terms of a naming rights deal, but neither has come to fruition.
Since then, the Premier League club are in a stronger financial position now that they are a Champions League side.
That is because competing in Europe’s premier competition increases exposure, which in turn increases value for a naming partner.
It is believed that the North London side are seeking a 10-15-year deal, meaning that they could land between £250-375m if they secure the deal they desire.
There were reports over the summer that Spurs were close to finalising a naming rights deal with a Saudi entity, meaning that news could be on the horizon.
However, the longer the wait goes on, the more synonymous the Tottenham Hotspur Stadium name becomes among supporters.
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