Exclusive: Tottenham move to secure £20m stadium naming rights deal as new commercial chief arrives

Tottenham are pushing to secure a £20million-per-year stadium naming rights agreement after appointing a new commercial director, sources have told Football Insider.

The club has been pursuing a naming rights partner since their state-of-the-art stadium opened in 2019. The Telegraph reported on 4 December that Alex Scotcher will join Spurs in January as commercial director, having previously worked on major naming rights deals for Everton and Valencia. His arrival is seen as a strong indication that the club’s owners are ready to finally secure a sponsor for the 62,850-seat venue.

Insiders reveal Spurs value the naming rights at around £20m annually. Tottenham have missed out on six years of revenue, with Daniel Levy previously rejecting offers worth £10-15m per year as he waited for a more lucrative proposal.

Scotcher, who joins from Elevate where he served as senior vice-president of global partnerships, is expected to accelerate negotiations. Elevate helped Everton land their stadium sponsor, Hill Dickinson, in a deal believed to be worth about £10m a year.

Now, Scotcher will lead the charge to secure an even bigger agreement for Tottenham. The club are also preparing to find a new front-of-shirt sponsor after confirming their long-running partnership with AIA will not continue beyond the 2026-27 season.

Following Daniel Levy’s exit, the Lewis family have become more involved in day-to-day operations, while Peter Charrington serves as non-executive chairman and Vinai Venkatesham heads the leadership team as CEO. Spurs aim to build on Levy’s commercial foundations and land a stadium naming rights deal soon.

The club’s 2023-24 accounts show commercial revenue rose from £228m to £255m, contributing to total income of £528m—fifth-highest in the Premier League.