Finance expert claims recent event could help Levy in search of £250m windfall
Finance expert, Kieran Maguire believes Tottenham have moved a step closer to securing a lucrative £250 million stadium naming rights deal after successfully hosting Anthony Joshua’s heavyweight title fight against Oleksandr Usyk. The £1 billion, 63,000-seater arena was opened by Tottenham almost two-and-a-half years ago, but the club’s chairman Daniel Levy has remained on a […]
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Finance expert, Kieran Maguire believes Tottenham have moved a step closer to securing a lucrative £250 million stadium naming rights deal after successfully hosting Anthony Joshua’s heavyweight title fight against Oleksandr Usyk.
The £1 billion, 63,000-seater arena was opened by Tottenham almost two-and-a-half years ago, but the club’s chairman Daniel Levy has remained on a quest to find a sponsorship deal worth £25 million per year on a 10-year term.
A packed Tottenham Hotspur Stadium played host to Usyk’s triumph against Joshua on September 25 – an event that drew in massive exposure for the club from millions of viewers from across the world.
Over the last year, Spurs chief Levy has seen more opportunities for exposure halted as a result of the pandemic, which included American football, rugby and concerts.
However, finance expert Maguire believes the success of the Joshua-Usyk bout at the Tottenham Hotspur Stadium has placed the club in good stead in their search for a naming rights deal, hinting it has given Levy the upper hand in negotiations.
He told Football Insider: “I think it helps Spurs from a negotiation perspective. It was a spectacular event, with the exception of the result. That can only enhance the club’s ability to broaden the global scope of what they can offer.
“That, therefore, makes it more attractive to a sponsor. But it seems a lot of money, however, £25m.
“Man City got more than that, but that was on the back of the stadium that people were looking for a name for.
“But they are calling it the Tottenham [Hotspur] stadium deliberately. As soon as people start calling it White Hart Lane, it becomes much harder to get a deal.
“That’s because people will not refer to it by its new name. That means the sponsor doesn’t get as much publicity.
“If you can’t persuade people to use the corporate name, that is to the detriment of their negotiating position.”
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The Joshua-Usyk bout demonstrated to the world what Spurs’ new stadium can offer, and that will have no doubt put the club in a good place to find a sponsorship deal. Hopefully, Levy uses that to his advantage and manages to get a deal in place for one soon.
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