Tottenham are looking to agree a new front-of-shirt sponsorship deal after an update has emerged.
The AIA Group has partnered with Tottenham for more than a decade, with its logo featuring on the club’s shirts since 2013.
However, Spurs confirmed on 4 November the Hong Kong-based insurance group’s shirt deal will not be extended beyond the 2026-27 season and it will instead become the new training kit sponsor.
Tottenham’s existing agreement with AIA is worth £40m a year, making it one of the most lucrative deals of its kind in the Premier League.
Football Insider revealed on 7 November Tottenham are planning to agree a £60m deal to replace AIA.
Tottenham could agree £40m sponsor deal
Former Man City financial adviser Stefan Borson exclusively told Football Insider Thomas Frank’s side are likely to agree a deal closer to £40m with a new front-of-shirt sponsor.
AIA will now see its logo feature on Spurs’ training kit from 2027 to 2032 after moving away from its shirt sponsorship.
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Speaking exclusively to Football Insider about how much Tottenham could earn from a new shirt sponsor, Borson said: “I would think £35-40m would be the target price, probably something in that order.
“I mean, we know where the market is because it looks like Chelsea have been trying to get it for let’s say £60m.
“Now, I suspect that the proposition as a main sponsor of Tottenham Hotspur has more that you get within the sponsorship, partly because the stadium is just that much better and has more events and all of this sort of stuff.”
Chelsea are yet to agree a new front-of-shirt deal for this season as they continue to hold out for their £60m valuation.
Tottenham could blow Chelsea away after sponsor latest
Borson believes Tottenham could be able to offer a new front-of-shirt partner more value than Chelsea due to the facilities at their 62,850-capacity stadium.
“You’ve got the boxes and all this sort of stuff, so it’s not impossible that there’s a lot more value of the kind of peripheral marketing and hospitality rights that you get with Tottenham Hotspur,” said Borson.
“When you add these things up, that could be worth £3m of value maybe. I would think that the upper limit is probably the sort of £60m that Chelsea haven’t been able to achieve.
“The more realistic level is, as I say, probably around £35-40m a season.”
Spurs’ latest published accounts for 2023-24 revealed their commercial income increased from £228m in 2022-23 to £255m.
That helped Tottenham generate the fifth-highest revenue in the Premier League after their turnover stood at £528m for 2023-24.