Tottenham’s latest partnership deal could be worth millions to the club

Tottenham Hotspur’s commercial revenue continues to soar, and a new partnership for the club is thought to be worth somewhere in the lower region of a seven-figure sum.

Spurs are one of the richest clubs

As of last season, Tottenham had climbed to eighth place in Deloitte’s football money league, with an annual revenue of £550m helping them overtake London rivals Chelsea and Arsenal in the ranking.

Not only does the club have lucrative sponsorship deals with the likes of AIA, Nike, BetMGM, and Kraken, but the Tottenham Hotspur Stadium has also become a fantastic source of income since it opened its doors in 2019.

With the new stadium hosting music concerts, NFL games, boxing matches, and a Formula One collaboration, one thing’s for sure: Daniel Levy and the Spurs board know how to make money.

Whether that money will be suitably invested back into the club and the first-team squad is another matter, but it seems another new deal has boosted revenue even further.

A big deal for Spurs

The club has just partnered with Salesforce, a customer relations management company that has just become the CRM partner for the Formula One experience at the Tottenham Hotspur Stadium.

While no exact figure is known at this stage, it is thought the agreement will be worth a low seven-figure sum, with TBRFootball suggesting the club can expect around £250m from their total commercial revenue per year.

On that collaboration, chief technology officer Rob Pickering said: “This innovative partnership will see the integration of Salesforce’s industry-leading software to create tailored, enriched digital experiences for our ever-growing fanbase.

“Importantly too, the partnership will be driven by purpose, with the delivery of vital STEM education to our local young people through Salesforce’s expertise and leadership in its field.”

Spurs are a busy club

It seems there are new deals being struck every week behind the scenes to bring in more and more money for the business of Tottenham Hotspur. I do wonder whether it’s a bit much, though. It’s great that the club is increasing its revenue all the time, but the focus should be firmly on the football.

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