[ad_1]
In October 2008, while the new Tottenham Stadium project was still in its infancy, President Daniel Levy spoke of the opportunity to sell the naming rights for their proposed new land
. Spurs still has no naming rights sponsor and confirmed yesterday that their new home will be known – for now, at least – as a football stadium. Tottenham Hotspur Stadium
Read more : The future of Abramovich after the decision of the Chelsea stadium
The naming rights of Tottenham are worth more than £ 15m per year – behind Manchester United, Manchester City and Chelsea England – according to a report by Duff and Phelps last year.
Some sports industry experts say the Premier League club's proposal suffered from a slower market among more general
The sponsorship of titles for the Six Nations remains unsold, by example, while England's cricket leaders would have struggled to sell commercial contracts for test matches.
"The stagnation of the market was particularly Tom Gladstone, director of consulting at Synergy, explains:" It's very expensive, but also the long-term nature of the transaction. "Really limits the number of people. potential buyers who would be willing to engage in this type of investment.
"Difficult macroeconomic conditions, the nature of the opportunity being the long-term naming rights agreement term are two key points. But I think the other is eagerly awaited by Mr Levy. "
Sources in the industry think that Spurs wants at least a 10-year contract worth £ 20 million per season and only with the right brand."
"He is determined to get the money he thinks he deserves, the right brand partner and longevity of the market.If one of these three conditions is not fulfilled, it is not ready to move, "says Gladstone.
Levy has already stated that the imminent completion of the 62,000-seat stadium does not in any way depend on naming rights revenues, putting Tottenham
Spurs president Daniel Levy seems to be waiting for a bargain (Source: Getty)
"Daniel is a smart operator, so I say Trevor Birch, CEO of Duff and Phelps and former CEO of Chelsea .
Gladstone states, "In the future, it is clear that the loans they have contracted will no longer be available. and the stadium funding will have this commercial income cooked up in their business plan, but for the moment it does not feel that they are under financial pressure to take the deal so they are holding for the right partner, the right price "
Other factors that may have influenced the appetite of future sponsors include the location of Tottenham – farther from central London than the Arsenal or the Chelsea – and the rallying need on their home of an annual NFL game, says Gladstone.
A problem of timing
There are, however, encouraging signs. Despite lingering uncertainty about Brexit, Gladstone says big deals such as Gallagher's Premiership Rugby sponsorship suggest the market is "heating up".
For Birch, the pressure is more felt and not by teams of the first order. Spurs.
"Major global brands want to be badociated with other global brands at the top of the Premier League," he says.
"It's probably a rarefied market in terms of brands that are in the sports arena, but it should not be impossible to achieve what he's looking for [Levy]. accumulates. "
Timing is a problem. Spurs face the longest depreciating naming rights known as Tottenham Hotspur Stadium, as sponsors prefer properties with no previous names that can be difficult to shake.
It is thought that this was a factor in Mike. Ashley has failed to attract an unaffiliated partner for St James's Park and the absence of sponsor for the former Olympic Stadium, now known as London Stadium, even though Juventus renamed the Allianz stadium 12 months ago – six years ago. after the opening of the Juventus stadium
Newcastle had a hard time selling the naming rights of St James' Park (Source: Getty)
Finally, the sight of Harry Kane and colleagues on site – The Spurs welcome Liverpool in their inaugural match against Liverpool on September 15 – which could be the case for potential partners.
Gladstone
"The flip side is that sponsorship is becoming a strategic buy and supported by the business case, it's an emotional sell.In a lot of case
"And when you have this incredible stadium, the state of the art, with the captain of England who plays for the team and they play a great football and competition for the Premier League, Top decision makers who will be hosted on this site and who will see the magic live will have an impact.
Sponsors can warm up at the stadium once Kane and Spurs are on site (Source: Getty)
For the The time hasn't had an impact on the budgets, insist the sources close to Spurs, with the daily management of the club and the financing of the projects by the stadium.
The transfer policy has not changed and while Tottenham has not yet signed a player This summer, the rising cost of the stadium did not prevent them from signing Davinson Sanchez. Ajax, for a record amount of £ 42m last year.
Birch is relaxed about the situation. "At some point, I'm sure an agreement will be reached," he says. "That's what I would call premium rights content.All things being equal, they should be able to get a decent price for that."
Source link
