When the Tottenham Hotspur Stadium opened in 2019, it was reported that the North London club had struck a major partnership with the National Football League (NFL).
Purpose-built to NFL specifications, the American sports institution contributed around £10m towards the £1.2bn construction cost, showing a strong early commitment to the project.
Since opening, the venue has hosted the NFL’s London Games every year except 2020, when the pandemic forced the cancellation of the highly profitable event.
Under the terms of their initial 10-year deal, the NFL reportedly pays Spurs around £2m per game, a partnership extended in 2023 until at least 2030.
But the NFL is far from the club’s only revenue stream, with Tottenham also leveraging the stadium for concerts, boxing events, and other high-profile entertainment ventures.
Match day income
Tottenham reportedly earned £106m in matchday income for the 2023-24 season, a slight drop from £118m the previous year, but that figure is expected to rise sharply soon.
Analysts predict the club will smash their matchday income record in 2025-26, with Champions League football set to drive huge ticketing and hospitality revenue.
According to TBR Football, Tottenham earn an average of around £800,000 per home match from catering alone, a figure set to rise even higher during the ongoing 2025 NFL London Games.
Commercial ventures and non-football events
Tottenham’s growing list of commercial ventures, including a 12-year deal with Sports Illustrated signed in September, has also significantly boosted the overall value of their state-of-the-art stadium.
The partnership with Sports Illustrated Tickets is the first under Spurs’ new ‘The Collective’ initiative, aimed at securing commercial partners for each stand at the Tottenham Hotspur Stadium.
As part of the deal, Sports Illustrated has gained major branding rights in the East Stand, alongside a new 3,000-capacity premium hospitality experience within the stadium.
According to reports, Tottenham generated £55m from non-football events in 2023-24, including concerts and combat sports, and artists like Gorillaz and System of a Down are still set to perform there in 2026.
FGG Says
Tottenham have brilliantly turned their stadium into a year-round business hub, mixing sport, music, and entertainment to maximise every revenue stream possible.
Their partnership model shows smart long-term thinking, and commercial deals like Sports Illustrated's will ensure Spurs stay financially competitive.