Tottenham set to seal new off-pitch deal that will reshape £200m Daniel Levy masterplan

Tottenham are on the verge of striking another ultra-lucrative commercial deal – but it could have a knock-on effect on one of Daniel Levy’s biggest ambitions for the club.

Levy are one of the best run clubs in the Premier League in financial terms, with chairman and co-owner Levy having made them the most profitable team in the competition’s history.

And while the club have posted heavy losses in recent years, the bulk of them are attributable to the financing of the new stadium, which will benefit them long-term and is not factored into PSR.

One area the club have excelled in since the move to the new stadium is commercial income.

The North London side set a new club record of £228m in cash generated from sponsorship and merchandise sales in 2022-23.

What’s more, they are expected to surpass that figure again when the time comes to release their accounts for the 2023-24 campaign.

However, one blockbuster commercial deal has so far eluded them.

And, by Levy’s own admission, recent developments at the club could signal that Spurs have scaled back their ambitions in this particular area.

Spurs set for £50m-plus commercial deal

Spurs have been in the market for a new sleeve sponsor since it emerged that used car retailer Cinch would be exercising a break clause in their five-year deal with the club.

Tottenham had previously been in negotiations with the South Africa tourist board, who were willing to pay around £42.5m over a three-year deal.

That arrangement eventually fell through, but it did give Spurs a benchmark in terms of what they can expect to earn from a new deal.

Now, Football London are reporting that Spurs are expected to announce a new deal soon and that it will represent a huge upswing in value on the previous Cinch deal.

The Cinch partnership would have been worth £50m had it run for the entire contract length, so Spurs can expect to see a greater figure this time around.

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Sleeve sponsor deal could affect £200m naming rights value

While a new and improved sleeve deal is undoubtedly good news for Spurs, it does highlight their failure to secure a naming rights deal for their world-class stadium.

It has been widely reported and substantiated by analysts that Spurs were originally looking for £200m over 10 years for the naming rights.

But given that Spurs are now five years into their residency at the 62,000-seaters stadium, the value will have fallen.

Speaking in 2018, Levy said that Spurs, who did not yet have a sleeve sponsor, were hesitant to agree a sleeve deal because of how it might affect the value of the naming rights.

But having departed from that philosophy in 2021 and now seemingly being set to do so again, it might indicate that the naming rights may no longer be the top priority for the club.