Sources: Amazon to rival Google for £250m Tottenham naming rights deal – ‘I’ve heard’ – Football Insider

  • October 14, 2022

By Adam Williams, Finance & Governance Correspondent
Amazon are still in the running to secure naming rights for the Tottenham Hotspur Stadium, industry sources have told Football Insider.
The retail and technology titans could use the state-of-the-art 62,850-seater arena to push one of their biggest brands, the audiobook and podcast platform Audible.
Any sponsorship agreement is likely to be worth up £250million over 10 years, although the headline figure will depend on performance-related add-ons and the value of any tech tie-in that comes with the deal.
In the most significant update since the search for naming rights began, The Athletic reported on Monday (10 October) that Google are in meaningful talks with Spurs over a branding deal.
But Richard Busby – an industry insider and CEO of BDS Sponsorship, one of Europe’s leading commercialisation agencies – has told Football Insider: “I’ve heard Amazon are still in play.
“Audible could also be a factor. Unlike Spotify, Amazon haven’t spent a lot of money in terms of brand recognition on Audible.
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“There has to be a technology play here otherwise the deal wouldn’t be worth that much. Companies like Amazon can enhance the fan experience and showcase new technology at the stadium.
“So, the headline figure could be £25m-a-year, but that might be, for example, £10m plus £15m worth of technology.
“The value of the deal would also increase massively if the sponsor has more on-air branding, perimeter advertising and so on.
“I think that enhanced visibility to international audiences on television will help them reach £25m. I also think it will be incentivised based on performance.”
Amazon already have pre-existing links with Spurs, who starred in their All or Nothing documentary series in 2020.
A £25m-a-year partnership would eclipse Man City’s £21.9m-a-year agreement with Etihad Airways as the biggest stadium deal in English football.
In other news, Tottenham set sights on signing Josko Gvardiol this week as new clause revealed.