Tottenham’s lack of stadium naming rights gives them a big advantage – Alasdair Gold

Alasdair Gold believes that Tottenham’s delay in finding a naming rights partner for their stadium has inadvertently benefitted the club’s brand.

Naming rights deal is not yet close

It has now been over five years since the Tottenham Hotspur Stadium opened but the club still have not struck an agreement with any naming rights partner, and as things stand, an agreement does not appear close.

It was previously reported that Spurs would hold out for a record £25m-a-year deal for the naming rights of their stadium (The Telegraph).

However, Gold has now explained that a lack of a naming rights partner has actually worked to the club’s benefit.

Brand recognition

The journalist points out that the club have not been able to find a partner that meets their requirements and this has helped their brand.

Gold explained that the venue being called the Tottenham Hotspur Stadium has made the club’s brand more recognisable, particularly given the wide array of events that the stadium hosts.

He adds that for those who do not follow the Premier League in the United States, the name ‘Tottenham Hotspur’ has become more widely known due to the fact that the venue is used for NFL games.

Even in the popular video game Madden, the Tottenham Hotspur Stadium is one of the playable grounds.

Spurs in no hurry?

Perhaps it is down to these benefits that Daniel Levy and co do not seem to be in any particular hurry to find a naming rights partner at the moment.

The Tottenham chairman will be happy for the brand recognition to keep growing, knowing full well that the value of the naming rights is only likely to go up with each passing year.

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