Spurs moved into Tottenham Hotspur Stadium in 2019 without a deal, with reports suggesting the club would hold off on an agreement to allow the club’s name to receive exposure in the USA due to their partnership with the NFL.
Over three years after first opening the ground, Tottenham could be about to secure a lucrative deal for the naming rights to their £1bn stadium.
The Athletic report that ‘meaningful talks’ have been held with Google over a potential deal, with the company expanding their sporting portfolio in recent years.
They have commercial agreements with MLB and the NBA, while they began sponsoring McLaren’s Formula 1 team earlier this year.
Should Google strike a deal with Spurs, then they could be adding over four further sports to this list. While Tottenham Hotspur Stadium’s obvious primary use is for football, it also hosts several NFL, rugby union and rugby league matches every year. Boxing has also taken place at the stadium, while concerts are becoming a regularity following the pandemic and return of live crowds.
Any agreement is likely to hugely benefit Tottenham financially. The club’s average annual turnover is the fifth-highest in the Premier League even before the selling of the stadium’s naming rights and chairman Daniel Levy has previously spoken of wanting any deal to be with the ‘right brand for the right money’.
