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After confirmation that Tottenham ended their sponsorship agreement with AIA, football finance expert Stefan Borson has weighed in on the value the club can hope to get from a new front-of-the-shirt sponsor.
Spurs confirmed that from 2027, they will have a new front-of-shirt sponsor, bringing an end to their more than a decade-long partnership with AIA.
Instead, the club revealed that AIA will become the club’s Global Training Partner from July 2027 through to June 2032.
It has been reported by some outlets that Tottenham are looking to agree a new front-of-shirt sponsorship deal worth up to £60m per year.
Stefan Boron does not believe that a shirt sponsor will pay £60m a year to Tottenham Hotspur, suggesting the reported value is an overestimation of what the club can hope for.
The finance expert suggested that £40m would be realistic but pointed out that Spurs can get a few million more out of the deal by including peripheral marketing and hospitality rights as part of it.
Borson told Football Insider about Tottenham’s search for a new front-of-the-shirt sponsor: “I would think £35-40m would be the target price, probably something in that order. I mean, we know where the market is because it looks like Chelsea have been trying to get it for let’s say £60m.
“Now, I suspect that the proposition as a main sponsor of Tottenham Hotspur has more than you get within the sponsorship, partly because the stadium is just that much better and has more events and all of this sort of stuff.
“You’ve got the boxes and all this sort of stuff, so it’s not impossible that there’s a lot more value of the kind of peripheral marketing and hospitality rights that you get with Tottenham Hotspur.
“When you add these things up, that could be worth £3m of value, maybe. I would think that the upper limit is probably the sort of £60m that Chelsea haven’t been able to achieve. The more realistic level is, as I say, probably around £35-40m a season.”
Spurs could combine shirt sponsorship with stadium naming rights
Just a few days ago, another finance expert suggested that Tottenham could sell the shirt sponsorship and the naming rights of the Tottenham Hotspur Stadium as a single package.
That was proposed by Kieran Maguire, who claimed that Spurs can agree a £500m deal by pairing the shirt sponsor with the stadium naming rights.
Maguire claimed that it may have been for that reason that Tottenham ended their partnership with AIA, who may not have been interested in the naming rights of the club’s home ground.
- READ MORE: Tottenham expected to receive £10m less than first reported in frustrating financial twist
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