Tottenham prioritise stadium naming sponsor over sleeve deal
Tottenham Hotspur want to secure a naming rights partner for their delayed new stadium before entering talks with potential sleeve sponsors, Daniel Levy, chairman of the top-tier English soccer club, has told supporters.
Tottenham are one of only three Premier League clubs without a sleeve sponsor this season, the others being Burnley and Newcastle United.
Indeed, the north London club are the sole team not to have taken advantage of the additional revenue opportunity since the inventory became available last year.
Tottenham were due to move into their new stadium, built adjacent to their former White Hart Lane home, at the start of this season but the opening was pushed back first to mid-September and then delayed further because of "issues with the critical safety systems."
There remains no 'move-in' date.
At the end of August, it emerged that Levy was asking for £200 million ($264 million) for a 10-year stadium naming rights deal, with potential partners said to be put off by the price and the overrunning stadium construction project.
As a result, Tottenham have had to shelve the search for a sleeve sponsor.
Speaking at the annual general meeting with the Tottenham Hotspur Supporters Trust last week, Levy was asked about the sleeve sponsorship situation.
According to the official minutes of the meeting: "Daniel Levy explained that any sleeve sponsorship may compromise the value of the [stadium] naming rights deal, so the naming rights would come first."
He added that the naming rights to the stadium were "still under discussion".
Sleeve sponsorship deals are valued at around £500,000 per annum for smaller Premier League clubs, but Arsenal and Manchester United have both yielded around £10 million per year from deals with Visit Rwanda and Kohler, respectively.
The addition of sleeve sponsors in the Premier League was made possible by the decision taken ahead of 2017-18 to dispense with a title sponsor, albeit Barclays, the bank that formerly filled that role, remains involved in a lower-tier capacity. The Premier League's 'Lion' logo remains on the right sleeve of every team's playing shirts.
Sleeve sponsorship deals signed by Premier League clubs
|Cardiff City||JD Sports||Sportswear|
|Huddersfield Town||Leisu Sports||Media|
|Leicester City||Bia Saigon||Beer|
|Liverpool||Western Union||Financial services|
|Manchester City||Nexen Tire||Tyres|
|Manchester United||Kohler||Home products|
|West Ham United||Bassett & Gold||Financial services|