Tottenham Hotspur’s new stadium is to be worth around £15.5million-a-year in naming rights for the club when they move in next season, according to a new study.
As reported by the Daily Mail, corporate finance advisors Duff & Phelps have released a study of naming rights in the Premier League, with Spurs’ new ground at the old White Hart Lane site coming out fourth most-valuable.
The new stadium, for which the club are yet to agree a corporate deal, is thought to be worth a potential windfall of £15.5million-per-season to the Lilywhites, which is just slightly more than rivals Arsenal receive from Emirates.
Head of UK Sports at Duff & Phelps, Trevor Birch, has been quoted as saying these valuations are “not an exact science”, and were “potential, theoretic valuations that might not be achievable on the market.”
The study states that the naming rights market has risen in value by 80% in recent years, from £74.6m in 2013 to £135.6m in 2017.
Tottenham are yet to announce a naming rights partner for their new stadium, and knowing Daniel Levy he will be trying to squeeze every penny out of potential sponsors. The value of Spurs new ground will be increased by the fact that it is a fresh start, rather than a ground with a long history. However, the fact that it has been built exactly where White Hart Lane was situated may lead some fans to just retain the original name. That shouldn’t matter to sponsors though, who will be queueing up to bid for the rights to this fantastic new ground.