The Telegraph reports that Tottenham are struggling to sell the naming rights to their £850m new stadium.
Tottenham are already facing issues since our new home will not be ready till November, as per the report. And the Telegraph adds that Daniel Levy’s asking price of £200m for the ground-only deal is turning clients away.
The report claims that the deal would be for a period of 10 years but a leading sports marketing firm added that sponsors are interested in digital campaigns.
Carsten Thode of sports marketing agency Synergy said (h/t Telegraph):
“The stadium naming rights has value for exposure but in the modern world, with modern habits, that value is decreasing because companies can compare it with other marketing options.”
The chief strategy officer further claimed that sponsors are looking for more measurable options when it comes to deals.
“Shirts and stadiums provide a lot of exposure, but they don’t provide targeted measured actions, so you don’t know who is seeing them, you don’t know if the person is old or young, and you can’t tell a story.”
Thode further added that Manchester City’s £400m deal with Etihad for their ground took place because the club were owned by Abu Dhabi.
Tottenham’s problems with the stadium just don’t seem to end but at least Levy is trying to get extra revenue into the club.
Securing a naming deal would be the norm with new stadiums as we have seen with the Emirates and the Etihad. Hopefully, we can get the right partner on board and ensure we grow from strength to strength in the coming years.
