Tottenham reaping rewards from Daniel Levy decision in 2018, now level pegging with Juventus
Eyebrows were raised when Tottenham agreed an incredible 15-year kit deal with Nike in 2018, but that decision is more than paying off.
Spurs are receiving £30million a year from the sportswear giants [The Sun, October 2018] in a deal that will last until 2033.
As Tottenham explained on their website at the time, it is one of the longest football agreements ever.
And they are now 10th on the list of replica kits sold among European clubs in 2023, as per a UEFA dossier shared by ESPN [1 March], which suggests it was a wise move.
Tottenham replica kit sales on the rise
Spurs earned around €74million (£63.5m) through replica kit sales last year, which is exactly the same amount as Italian giants Juventus brought in.
That was €1m (£860k) more than Manchester City earned, meaning the European and English champions do not make the top 10 for now.
It is worth noting that 2023 was an underwhelming year for Spurs as they exited the Champions League in the last 16 and did little domestically.
On the basis, it is fair to assume that the £63m-plus brought in could rise come the end of 2024 should Tottenham qualify for the Champions League.
Which European club earned most through replica kit sales in 2023?
The Lilywhites still have some way to go if they are to ever come close to catching Barcelona, who brought in a staggering €179m (£153.5m).
Second on the list is Real Madrid with €155m (£133m), followed by Bayern Munich (€143m/£122.6m) and Liverpool (€132m/£113.2m).
Manchester United (€130m/£111.5m) and Chelsea (€87m/£74.6m) also make the top 10 in a list dominated by English clubs.
Indeed, exactly half of the top 10 ply their trade in the Premier League, while exactly half are sponsored by Nike (the other five being Adidas).
As Tottenham pointed out in their accounts for the year ending 30 June, 2022, merchandising grew £31.5m year-on-year – a 20.7-per-cent rise.
This was put down to, among other factors, more new stores being opened around the world, helping to grow Tottenham’s image.
Not only is it helping to grow the club’s image, it is also helping to bring more and more money into the club – a nice added bonus on top of matchday revenues and various other income streams.
Should that be reinvested into the squad, everyone who bought one of those shirts can feel as though they played their own part in a small way.
In other Tottenham news, a player is showing why he is a star in the making away on loan this season.
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