Inside World Football

Spurs to transition AIA sponsorship from shirt front to training kit for 2027/28 season

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Spurs to transition AIA sponsorship from shirt front to training kit for 2027/28 season - Inside World Football
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November 4 – Tottenham Hotspur will have a new front of shirt sponsor from the start of the 2027/28 season as pan-Asian life insurance group AIA, the clubs main sponsor since 2013, transitions to becoming the club’s Global Training Partner in a new deal that begins July 2027 and runs until June 2032.

AIA currently pays Spurs about £40 million per year as part of an eight-year, £320 million sponsorship. That deal covers the men’s, women’s and academy teams.

Under the new deal AIA’s logo will feature on the training wear for all Spurs teams and coaches’ kit. AIA’s brand will also continue to appear on LED signage at the Tottenham Hotspur Stadium.

Ryan Norys, chief revenue officer, Tottenham Hotspur, (pictured left) said: “During our long-term partnership to date, Tottenham Hotspur and AIA have made history together. Both brands have experienced significant growth as we have shared unforgettable moments on and off the pitch, including some of the most important events in our club’s history.

“Importantly, the partnership has been able to make a tangible, positive difference in the lives of thousands of young people across Asia– bringing our unique brand of football coaching to a region that has such a huge passion for the game – with the clear message of empowering people to live Healthier, Longer, Better Lives.”

No value was given for the new deal that will carry on with many of the marketing activations of AIA’s existing sponsorship.

More than 175,000 young people across Asia have participated in the AIA football clinics run by Spurs coaches. Their focus has been on public engagement around training, health, and wellbeing in Asia. In 2022, AIA launched its AIA One Billion (AOB) initiative, aiming to engage a billion people to live Healthier, Longer, Better Lives by 2030. So far the campaign has reached more than 500 million people.

Stuart A. Spencer, AIA Group chief marketing officer, (pictured right) said: “AIA is delighted to extend our strong partnership with Tottenham Hotspur Football Club through to 2032. The evolution of our partnership reflects our shared belief in the power of sport to inspire healthier living and personal development. Asia is the region with the Premier League’s largest fanbase and as we enter the next chapter of our collaboration, we’re excited to build on our achievements and introduce new initiatives that empower people across Asia to live Healthier, Longer, Better Lives.”

What is going on at Spurs? Why would you turn down $4bn for a business you barely engage with?

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What is going on at Spurs? Why would you turn down $4bn for a business you barely engage with? - Inside World Football
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October 13 – Having rejected an offer of £3.3 billion for Tottenham Hotspur on October 6, three days later the club announced a cash injection of £100 million from owners ENIC to “empower the management team to deliver on the club’s ambitions”.

The cash injection is without doubt a head scratcher, and with ENIC now having invested close to £260 million since 2024, the question is why suddenly invest more than they have put into the club in the previous 25 years.

Previously they have showed little operational interest, and the ruling Lewis family (at least by volume of shares) was rarely seen at the club. It was the domain of Daniel Levy and whether you love him (hard not to be impressed by what he achieved in terms of financial sustainability, however he did it), or hate him like most Spurs fans who wanted to see more spent on the team, it was a club that had organically forced an expansion of the Premier League’s Big Four clubs, to a Big Six alongside Newcastle United.

The departure of Levy was unexpected and clearly acrimonious. His leaving fanfare was neither noisy or fulsome, and his replacement by one of the Lewis family’s inner circle as non-executive chairman, Peter Charrington, a banker by trade, looked like a sign that this is a club being prepared for a sale.

The club has insisted that it is not for sale and the £100 million investment, less that 5% of the valuation of the club, will, according to a Spurs statement, “strengthen the club’s financial position and equip the club’s leadership team with additional resources to continue the focus on driving long-term sporting success.”

It is feasible, taking the statements and the £100m injection at face value, that ENIC have suddenly had an epiphany and feel that one of Levy’s final decisions (the appointment of Thomas Frank) could prove the one that cements the club at the top Premier League, and they will punt on him to do that.

But the Lewis family are better known as traders, and £3.3bn is a lot to walk away from.

The offer from a consortium led by American Brooklyn Earick didn’t come out the blue and had been under discussion with Levy. Rothschild are Spurs’ bankers of choice and they hold the keys to the data room where all the financial information needed to assess commercial performance, valuations and fiscal health is held.

That Spurs were not for sale and never have been is not the case – and management have a duty to shareholders to listen to any offer. What is not known is whether Levy shared the offer with the Lewis Family Trust. After all, he had been running every aspect of the club – including the £1.2 billion building of their spectacular stadium – pretty much without any oversight from Joe Lewis, and now the Lewis Family Trust.

Levy owns 29.88% of ENIC, who own 86.58% of Spurs. A deal with Earick would give his portfolio a chunky £1 billion boost, a significant amount for a man who was regarded as one of the Premier League’s most parsimonious chairmen. In March 2024 the value to Levy’s shares would have been about £600 million

For the Lewis family a £2 billion boost is presumably similarly exciting. Except that it doesn’t seem to be.

Under UK takeover and merger rules Earick had until October 24 to formally make an offer for the club, but has said that won’t happen after having accepted the Lewis position of “unequivocally rejecting” his informal expression of interest.

So the club really isn’t for sale? No-one is really fooled by that. Earick posted on social media that: “It’s been a privilege engaging with Tottenham Hotspur and the Lewis family’s representatives over the past few months.

“I have great respect for the club, its leadership, and its supporters, and wish them nothing but success.”

So the club that isn’t for sale was negotiating a sale for ‘the past few months’.

Does that mean there is another ‘preferred’ deal in the wings? If there is the club would have to inform its shareholders. There have reportedly been three offers for the club but Earick’s would appear to have been the only one to have been taken seriously.

Spurs fans may still get their second wish. Having seen Levy depart they might get the new owner they crave with deep pockets to cashflow the player acquisitions they think they need.

Spurs tool up with Stanley sponsorship

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September 12 – Tottenham Hotspur have sharpened their knives, unveiling a three-year partnership with Stanley, the global hand tools giant.

Under the deal, Stanley will gain visibility at Tottenham Hotspur Stadium, with the usual branding on LED perimeter boards on matchdays and involvement in local outreach programmes.

Ryan Norys, Spurs’ chief revenue officer, said: “We are excited to announce a partnership with STANLEY for the next three years as part of its UK-expansion objectives. We have a strong connection to our local area and in STANLEY we have found a partner equally dedicated to fostering meaningful connections with its communities.”

In recent years have secured headline partnerships with AIA, Cinch and Getir, while also looking further afield across Asia and the United States. These partnerships have cemented Tottenham’s reputation as one of the Premier League’s most marketable clubs.

This announcement comes on the back of the departure of Daniel Levy after 24 years at the helm.

Levy was legendary for his sharp negotiating to maximise revenues and squeeze every last pound from deals. Without his day-to-day hand in the business, the challenge for Tottenham’s new leadership will be maintaining that same momentum on the financial ledger while ensuring the club builds on the momentum of winning their first trophy in 17 years on the pitch.

Spurs rebuff Staveley bid and insist they are not for sale

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Spurs rebuff Staveley bid and insist they are not for sale - Inside World Football
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September 9 – Tottenham Hotspur is not for sale, its owners ENIC Sports & Developments Holdings Ltd have claimed.

The news came on Sunday evening after two failed approaches to buy the north London club following the sudden departure of long-serving chairman Daniel Levy, who had become a lightning rod for fan frustration.

The bids, one from Amanda Staveley’s PCP International Finance Limited, who took on a large role in Newcastle United’s Saudi-backed sale, and another from a consortium led by Dr Roger Kennedy and Wing-Fai Ng, were rebuffed. “Tottenham Hotspur is not for sale,” read the official statement. “ENIC has no intention to accept any such offer.”

Under UK takeover law, PCP is now barred from making another approach for six months. That leaves the family trust of Joe Lewis in control through their majority stake in ENIC, a company in which Levy’s family still holds around 30%.

The Premier League is being reshaped by U.S. and Middle Eastern money. Manchester City were the pioneers, Newcastle are the latest beneficiaries, and there appears to be a queue forming behind them. Saudi Arabia’s Public Investment Fund (PIF) has made no secret of its ambition to own a greater slice of the English game, and fans know that when oil wealth meets ambition, resistance rarely lasts.

For now, Spurs insist they’re not interested in selling. But Levy’s exit signals a shift. After all, in modern football, “not for sale” often just means “not yet.

Before you continue

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ed: To be Frank, is the Spurs job really worth a guaranteed back

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Op-ed: To be Frank, is the Spurs job really worth a guaranteed back-stabbing? - Inside World Football
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June 11 – There are controversial managerial sackings. And then there is – make that was – Ange Postecoglou.

Rarely, if ever, has getting rid of a manager been so hotly contested as the decision by Tottenham Hotspur to dispense with the services of the man who led the club to their first European trophy for 41 years (becoming only the third Spurs manager to do so) – and their first major piece of major silverware for 17.

Even by chairman Daniel Levy’s notoriously ruthless standards, this was as unwarranted a firing as they come.

Yes, Spurs suffered a disastrous domestic campaign. Yes, they ended the Premier League season in 17th place – their lowest finish since 1976/77 – just one place above the unthinkable relegation zone. And yes, notwithstanding a squad ravaged by slew of injuries, they lost a joint club record 22 league fixtures. All in themselves justifiable reasons to consider change – were it not for what happened at the Europa League final in Bilbao last month.

How many people will remember the afore-mentioned statistics in years to come when compared to that euphoric night when Tottenham shrugged off their Spursy tag (dictionary definition: a term associated with Tottenham Hotspur Football Club, used to describe the team’s tendency to collapse or fail to capitalise on opportunities, particularly in crucial moments) and did something even their great rivals Arsenal haven’t done for five years – win a major trophy.

This is why there was a strong case for hanging on to Postecoglou for a third season whilst acknowledging that he had clear flaws in terms of how he set his team up to play. Yet instead, Spurs are searching for their 11th permanent manager since the turn of the century.

It was telling that in their statement, the club explained the need to “compete on multiple fronts” and that they could not base their decision on “emotions” alone, an implicit suggestion that they were far from happy with Postecoglou admitting that from February his priority was on winning the Europa League rather than league form.

Understandable concerns if he had come up short. But he didn’t. He gambled. And the gamble paid off with Levy among those who basked in the glory of Bilbao – only to put reputation first and sack the manager a few days later.

One passionate fan, clearly exasperated, wrote a heartfelt open letter to Levy – viewed multiple times on social media – denouncing him for sweeping away the desperately craved feelgood factor. He cited hope, pride and identity and accused Levy of turning Spurs back into a laughing stock.

He had a point. The club’s motto is ‘To Dare Is To Do’ and their historic club song specifically about glory. Not about finishing a season in a decent position but with no silverware to show for it. ‘Control over courage’ in the words of the afore-mentioned fan. And, he opined, “the last straw” for the current Spurs leadership.

In addition to those who were in Bilbao, no-one will ever forget the 200,000 delirious supporters lining the streets in and around the Tottenham Hotspur Stadium two days after the defeat of Manchester United. Or the hero-worshipping response Postecoglou received when he took to the podium.

It went down a storm, with many of those who had initially wanted the Greek-Australian out because of the woeful league form changing their minds and prepared to give him another chance as a result of ending the club’s long trophy drought and, not insignificantly, securing Champions League football to boot.

The double achievement may not have been secured in the way the Tottenham hierarchy, and to be fair part of the fan base, would have ideally chosen. But the end result was exactly the same. This is the point.

Spurs may have lost several millions because of where they finished in the league but ironically that will be more than outweighed by prospective Champions League income. Which, with financial considerations supposedly so important, makes the decision to sack Postecoglou all the more baffling.

And now, instead of looking forward to steering Spurs into European club football’s most prestigious club competition after fulfilling to his pledge to win a trophy in his second season, Postecoglou’s “reward” is to look for another job, the feat in Bilbao not enough to save him.

He will doubtless have received a huge payoff (the reported figure is £4 million) but his farewell statement oozed class.

“The opportunity to lead one of England’s historic football clubs and bring back the glory it deserves will live with me for a lifetime,” he wrote. “Sharing that experience with all those who truly love this club and seeing the impact it had on them is something I will never forget.”

“That night in Bilbao was the culmination of two years of hard work, dedication and unwavering belief in a dream. There were many challenges to overcome and plenty of noise that comes with trying to accomplish what many said was not possible.”

Emotional stuff and it begs the question, exactly what position in the league would have been sufficient to keep Postecoglou in the role? 16th? 10th? 6th? We will likely never know.

What we DO know is that according to multiple reports, Tottenham have turned their attention to Brentford’s Thomas Frank to become the latest to walk through the thorny Spurs managerial revolving door.

Frank has worked wonders establishing Brentford as a top-flight club year after year. His refreshing, approachable manner has long endeared him to fans and the media alike and he is said to get the best out of his players.

But he has no top-flight European experience at club level and taking over at Tottenham, if indeed that is what transpires, is a totally different kettle of fish in terms of managing expectations to doing the business at an unfashionable mid-table team.

Memories are short in football and if Frank (or whoever else is appointed) hits his strides early doors, the positivity that enveloped the fanbase in the wake of Tottenham’s European triumph could quickly return.

If not, the likeable Dane may be in for a rough ride…

Pochettino linked with Spurs return after poor USMNT Nations League displays

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March 25 – Fresh from a humbling in the CONCACAF Nations League, United States Men’s National Team (USMNT) boss Mauricio Pochettino is having to deal with expanded rumors about a return to one of his former clubs, Tottenham Hotspur.

Recent photos of Pochettino having coffee with Spurs chairman Daniel Levy went viral on social media last week, sparking speculation that the Argentine, who led the North London club to consecutive top-three finishes in the Premier League, could be on his way back to the English capital.

Pochettino, who only recently signed a lucrative deal with the U.S. Soccer Federation (USSF), has found himself under immense pressure after losing to both Panama and Canada in the space of four days with underwhelming performances.

With the World Cup less than 400 days away, it is feared that ‘Poch’ is coming to the realization that the US is still indeed, a backwater for the ‘beautiful game’, especially as the soccer public basically turned a blind eye to his team, while packing SoFi Stadium to the rafters for their spiritual rivals, Mexico.

If Spurs were to make an early move for their popular former boss, it would cost them dearly. It has been rumored that Levy would have to part with “one of the biggest financial compensation fees in football history.”

Huge compensation packages are not unheard of, though, as their London rivals, Chelsea, parted with £21million to secure the services of Brighton’s Graham Potter, who lasted seven months before being dismissed.

Pochettino signed a two-year contract with USSF in September worth a reported £4.6m a year, but if results continue in the same manner as the Nations League, the federation top brass may have to reconsider their options.

After the disaster of previous coach Gregg Berhalter, the USSF was under pressure to hire a top name. Pochettino is a top name but with no international experience.

Facing him in the technical area at SoFi was Canada’s American boss, Jesse Marsch, who was overlooked by the USSF when Berhalter was in the wilderness following reports of domestic issues.

One wonders if there might be a small case of ‘buyer’s remorse’.

ENIC increase their grip on Spurs board but no sign of new money

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March 14 – Tottenham Hotspur fans who have been clamouring for the departure of chairman Daniel Levy and owners ENIC are likely to be further displeased by the appointment of Peter Charrington as a director.

Charrington, director of ENIC and former CEO of Citi Private Bank, will be joining the board at Spurs as Non-Executive Director.

“Tottenham Hotspur is an iconic Club and I am incredibly honoured to be taking up a place on its board. I am looking forward to working closely with Daniel and the board to help the Club achieve long-term success,” Charrington told the club’s website.

Over the course of this season, Spurs fans have been protesting, rightly or wrongly, that the owners have allegedly prioritised financial success over on-pitch improvement.

Those who want to see a reduction in ENIC’s decision-making influence will likely now be further irritated that it increasing.

Reports over recent months have claimed that a number of potential investors have held talks over a full takeover of Spurs, but nothing concrete has materialised. Spurs reached the last eight of the Europa League on Thursday but are languishing in the bottom half of the Premier League table.

Spurs’ Vicario out for months after playing for 60 minutes on broken ankle

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November 28 – Tottenham Hotspur’s Italian international goalkeeper Guglielmo Vicario will be out for “months, not weeks” with an ankle injury, manager Ange Postecoglou has confirmed.

Vicario had surgery after playing 60 minutes with a broken ankle in Tottenham’s headline-making 4-0 win at champions Manchester City on Saturday.

The 28-year-old needed treatment in the first half following a collision with City winger Savinho, but went on to play the full game.

The Italy keeper has missed just four matches since joining from Empoli in June 2023 and his injury represents a massive blow for Tottenham who suddenly have a growing number of key senior players on the sidelines at the same time, but few as important as their goalkeeper who is virtually irreplaceable with 36-year-old former England shot stopper Fraser Forster now coming into the side for a lengthy spell.

“We saw Vic picked up an injury during the game and he was sore at half-time, but there was no doubt about him continuing,” Postecoglou said.

“It is a testament to him as a person. He is as tough as nails, as tough as they come. It’s a blow but we’ve dealt with setbacks before and we’ll deal with this one.”

Bentancur ban sparks angry debate over severity of sanction

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November 19 – The severity of the seven-game ban meted out to Tottenham Hotspur’s Uruguayan midfielder Rodrigo Bentancur has prompted widespread dismay and bewilderment across the English game with authorities accused of inconsistency verging on victimisation.

Bentancur was banned for using a racial slur about Spurs team-mate Son Heung-min, fined £100,000 and ordered to take part in a mandatory education programme, unable to play for his club again (except in Europe) until Boxing Day.

The incident – in which Bentancur said Son was indistinguishable in looks from other South Koreans – occurred thousands of miles away during a television appearance in Bentancur’s native Uruguay in June, with the FA formally charging the player in September.

The midfielder was being interviewed when a Uruguayan journalist asked: “Well, what about the Korean’s shirt?”

After questioning whether the journalist was asking about ‘Sonny’, Bentancur then added: “Or one of Sonny’s cousins as they all look more or less the same.”

Despite offering a swift apology, Bentancur’s case, classified as an “aggravated breach”, required review by an independent regulatory commission panel. The panel upheld the FA’s charge even though Son, tellingly one of Bentancur’s closest colleagues at Tottenham, backed his teammate to the hilt by accepting that the Uruguayan’s comments were simply a bad joke.

Indeed, Son had been keen to speak up in Bentancur’s defence. “Lolo (Rodrigo) would not mean to ever intentionally say something offensive. We are brothers and nothing has changed at all,” he said. “When we came back for pre-season, he felt sorry and he almost cried when he apologised publicly and personally as well. He felt like he was really sorry.”

Whether the punishment fits the crime is now the subject of heated debate, with Bentancur effectively sanctioned on a technicality given there have been other equally if not worse cases where the perpetrators have got off Scot free.

The panel found that although Bentancur had shown “genuine remorse”, but that he should have “foreseen substantial publicity” in making the joke.

But there is a strong belief that Tottenham and the player have been made an example of and that his apology, together with the backing of Son, has been conveniently ignored.

Tottenham have the right to appeal the verdict but have not commented on the ban. Yet was the FA out of order to start with, or at the very least way over the top with the penalty?

In comparison, Chelsea’s Enzo Fernández escaped an FA investigation over discriminatory comments made while on international duty last summer.

Fernandez, who has captained Chelsea since his incident, was filmed chanting racist and homophobic slurs about the French team while on international duty with Argentina.

Fernández’s conduct while celebrating winning the Copa America was outside the FA’s jurisdiction because he was with Argentina at the time and therefore fell under FIFA’s domain.

And how about Spain and Manchester City’s Rodri who, along with Alvaro Morata, was banned for one match by UEFA for chanting ‘Gibraltar is Spanish’ during celebrations in Madrid after their victory against England in the Euro 2024 final. Again, outside FA jurisdiction according to the letter of the law.

Even when the Premier League WAS involved, Edinson Cavani was banned for just three games in 2021 over a social media post in which he used the term “negrito” after a game while representing Manchester United. If that doesn’t put Bencantur’s case into perspective, nothing does.

Bentancur, the FA’s spurious argument goes, hadn’t officially been released for international duty so was still under their remit even though no English match was involved, he wasn’t even in the country and his comments were made on Uruguayan tv.

The whole thing is utterly absurd.

Former Crystal Palace supremo Simon Jordan, now a respected media pundit, blasted the current loophole when he told Talksport Radio: “You’ve got an inconsistency about the manner in which you approach these things because the FA couldn’t sanction Fernandez.

“He’s playing in the FA’s Premier League, but because he was playing out of their jurisdiction … he was under the jurisdiction of another governance. Fernandez said something equally as challenging at Chelsea but he gets away with it because of jurisdiction rules.”

And there’s the rub. If only a little common sense had prevailed instead of such ridiculous heavy-handed politically correct inflexibility.