Tottenham Hotspur are preparing to strike a major new sponsorship deal as plans take shape following confirmed news about their long-standing partnership with AIA.
It was revealed earlier this week that Tottenham Hotspur’s partnership with front-of-shirt sponsor AIA is set to evolve in the coming years.
Spurs confirmed that from 2027, they will have a new front-of-shirt sponsor, bringing an end to their more than a decade-long partnership with the Asia-based insurance company.
AIA is expected to instead feature on Spurs’ training kits from 2027 to 2032, meaning that a new front-of-shirt sponsor is needed.
Football Insider is now reporting that Tottenham are looking to agree a new front-of-shirt sponsorship deal worth up to £60 million.
No names have been mentioned yet, but it is understood that Spurs are looking to reach an agreement with a new shirt partner in a deal that could be worth between £50–60 million.
It is claimed that while AIA’s downgrade is “surprising”, it was a change that was expected, especially after the departure of Heung-min Son in the recent summer transfer window.
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As a result, the Lilywhites are believed to be working behind the scenes to find a new front-of-shirt partner to replace AIA.
Tottenham fans have since stated that they look forward to having new shirt sponsors, with many hoping for a sponsor without a red logo.
Regardless, AIA have significantly contributed to Spurs’ financial growth, after extending their deal for a further eight years in 2019, taking its total value to £320 million over the lifetime of the partnership.
The Asian insurance giant, which has a market cap of more than £80 billion, remains one of the most recognisable names in Premier League sponsorship.
In terms of the biggest shirt deals in the league, Liverpool could bank more than £100 million a year from their new agreement with Adidas.
Manchester United’s deal with Adidas is worth £90 million annually, while Arsenal rake in around £75 million from the German kit supplier.