Financial guru, Kieran Maguire has hailed Daniel Levy for showing determination in securing the financial future of Tottenham after he helped the club secure a sleeve sponsorship deal with Cinch.
Spurs had originally wanted to avoid having shirt sponsors until they have secured the naming rights to their new stadium.
The coronavirus pandemic has seen them struggle to attract sponsors for the stadium, but Levy has managed to bring in some money from the sleeve sponsorship.
The pandemic has dealt a huge blow to Tottenham’s finances and Maguire thinks that it is good that they get the “free money” coming from Cinch.
He says they can delay the decision on the naming rights to a better time when they would get a good deal, but with the sleeve sponsorship, they would have something to show their fans who can only watch live games at home.
Asked whether this is a good time to get more money to make up for the losses of the pandemic, he told Football Insider: “Yes, what they’re looking to do is expand their range of partners. Initially, I think Spurs wanted to announce their stadium sponsor before they had their sleeve sponsor.
“But the stadium announcement was stalled. Trying to get big corporates on board in the middle of a pandemic is difficult. What’s the point in having a stadium sponsor if no one’s going to the stadium?
“I think Spurs are probably right to delay and defer that decision, whereas the sleeve sponsor, that’s gonna be seen on every TV match that they play, and that’s exposure for Cinch.
“We’ve seen Liverpool renew their sleeve sponsor and they managed to get a couple of extra million on the back of that.
“Spurs aren’t operating in quite the same pool as Liverpool financially, but I still think they would have got a very good deal off the back of that. Daniel Levy is a superb negotiator who knows the value of the brand. He will have got a good market price.
“From Spurs’ point of view, it’s free money coming in, to a certain extent. They don’t have to do anything but display the wares. They won’t be doing big commercial deals with the sponsors because we’re operating in a Covid environment.”
Horrible holding name.
Levy will have turned down millions – and now he’ll wait a million years to be offered even a fraction.
2 years of stadium sponsors wasted already. Long before covid this should have been done. The Emirates was sponsored as it was being built. Or before I guess… I’m no fan of the name.. Imagine ‘The Manchester United stadium’..
How much is it Bruce?
Pretty clever from levy cush. C19 fck up everyting (for now) though.
The “(tottenham Hotspur) stadium” name was being spread around the world due to the events planned at the “TOTTENHAM HOTSPUR stadium. Levy put the name out there for a while. Sponsors were gonna see our reach and pay more.
Levy is a Superb Negotiator. Meaning, he looks for a lot more money. Or something.
After nearly two years of the stadium being built, where is the stadium sponsor? This should have been done and dusted long before covid hit our shores.. Is this not wasting time and money? Superb negotiators surely get their deals done.