Inside World Football

August 18 – Cadbury has taken the unusual step of renewing partnerships with both sides of the north London divide on the same day, signing four-year extensions with Arsenal and Tottenham Hotspur that will take both relationships through to the end of the 2029/30 season.

The timing catches the clubs at very different points with Arsenal entering the new campaign as Premier League champions, and Tottenham are trying to rebuild after a disastrous 17th-place league finish last season.

Omar Shaikh, Arsenal’s Global Partnerships and Ventures Director, said the extension reflected “the strength of our relationship” and would allow the two organisations to continue building supporter-focused campaigns over the next four seasons.

At Spurs, Cadbury’s partnership also dates back to 2020. Chief Revenue Officer Ryan Norys said: “We’re thrilled to be extending our partnership with Cadbury, continuing to profile supporter stories and provide rewards through exclusive experiences.”

The two renewals underline the breadth of Cadbury’s football sponsorship strategy. Rather than picking a side in north London, the brand has decided there is commercial value in having a foot in both camps.

That might not win it many arguments on derby day, but from a sponsorship perspective the coverage is hard to fault.

Contact the writer of this story, Harry Ewing, at [email protected]

August 13 – The Lewis family, owners of Tottenham Hotspur via their ENIC Group investment company, are exploring a bid for the NBA Europe team in London and could face competition from the club’s former chairman Daniel Levy in the process.

The Lewis family owns a 70.12% stake in ENIC Group, Spurs parent company, which in turn owns 87.62% of the English Premier League entity.

ENIC bought a controlling stake in Spurs in 2001 from Sir Alan Sugar, appointing Levy as chairman in the process. At the time, the group bought shares in numerous football clubs across Europe, including Rangers, Slavia Prague, AEK Athens, Vicenza and FC Basel.

Now the family itself is primarily represented by Vivienne Lewis, Joe’s daughter, and Nick Beucher, her son-in-law and co-chief executive of Tavistock Group.

Looking to expand its sporting empire, the Lewis family have come together with the Checketts family, former owners of Major League Soccer’s Real Salt Lake and the National Hockey League’s St. Louis Blue, and the Eccles family, investors in English Football League side Burney and LaLiga outfit Espanyol, to form a consortium eyeing an NBA Europe franchise acquisition.

Sky News reports that the consortium have already tabled a bid to own the London entity. A source close to the London basketball consortium said it combined “some of the most experienced basketball and sports investors and operators globally”.

The source added that the group was supported by “substantial institutional and private capital”.

The consortium does have some expertise in the sector. David Checketts has held various senior roles across the NBA,

However, the group could face opposition from a familiar for in Daniel Levy, who recently left Tottenham Hotspur after a long association with the club.

Levy is involved in a separate bid featuring Liberty Global and MSP Sports Capital – a former backer of McLaren Racing.

NBA Europe, a joint venture between the NBA and FIBA, is slated to begin in 2027 with 12 permanent teams plus four annual qualifiers. London is one of the 12 target cities to host a franchise.

Franchises across the continents are receiving interest from some of the biggest private equity and investment fund in the world including RedBird Capital Partners, Qatar Sports Investments and various others.

July 2 – Tottenham Hotspur have agreed a three-year partnership with Betano despite tightening restrictions around betting advertising.

The agreement sees Kaizen Gaming-owned Betano become Spurs’ Official Training Wear Partner for the 2026/27 season, with the betting brand featuring on training kit during pre-season and before men’s first-team matches. It will also receive year-round exposure through pitch-side advertising and stadium branding at the Tottenham Hotspur Stadium.

From 2027, the partnership will shift away from kit branding, with Betano becoming Tottenham’s Official Europe and Latin America Betting Partner through to 2029.

The structure of the deal reflects the changing landscape for betting companies in English football, with the Premier League’s ban on front-of-shirt gambling sponsors now in force.

Clubs have turned instead to training wear deals, regional partnerships and stadium advertising, meaning they can keep the bookmaker money trickling in without crossing any regulation lines.

Tottenham chief revenue officer Ryan Norys said: “We’re pleased to begin this long-term partnership with Betano as we look ahead to the start of a new football season with great excitement. From our earliest conversations, it was clear we had a shared vision for what a modern sports partnership should look like, one that creates unique experiences for our supporters while making a positive impact beyond football as well as striving to help enhance knowledge around responsible gaming.”

Kaizen Gaming chief commercial officer Julio Iglesias added: “As we continue to expand internationally, Tottenham Hotspur’s global reach, digital leadership and ambitious outlook make the Club an ideal partner for the next stage of our growth. We look forward to building a successful partnership together over the next three years.”

The commercial announcement comes during the busiest transfer window in the club’s recent history. After back-to-back 17th-place Premier League finishes, the rebuild is gathering pace. Jean-Paul van Hecke has arrived from Brighton in a deal worth around £60 million, while Andrew Robertson and Marco Senesi have joined on free transfers.

Tottenham also signed Mateus Fernandes from West Ham for around £85m on Thursday, while a blockbuster £100 million offer for Newcastle’s Sandro Tonali is progressing.

Contact the writer of this story, Harry Ewing, at [email protected]

June 26 – Tottenham Hotspur majority owner ENIC is raising another £100 million of working capital to plough into the Premier League club, with most of it expected to go into the transfer market.

It will be the second time within a year that the Lewis family has put £100 million into the club and comes at a time when a 24.99% stake in ENIC that was held by former executive chairman Daniel Levy has been sold to Eight Sports Capital for an estimated £600 million.

Levy owned 29.88% of ENIC which holds an 87.62% stake in Spurs, effectively giving Levy a 26% ownership position in the club. The Eight Sports Capital acquisition effectively gives them about 20% of the club’s shares. Joe Lewis and his family trust own 70.12%. The rest of the club is owned by minority shareholders.

Earlier this month a spokesperson for Eight Sports Capital said: “We are delighted to have signed this agreement to acquire a significant stake in ENIC. We look forward to working with the club’s shareholders, management, staff, players and fans to support Tottenham Hotspur’s continued growth and success.”

While ENIC and the Lewis family advisors are still not acknowledging the sale of Levy’s shares publicly, it is understood from sources close to the club that money has been transferred and the share register is in the process of being updated.

The new money being raised by ENIC will be equity based and it has been confirmed that Levy’s trust has been invited to participate in the fund raising. Having just completed the acquisition of Levy’s shares in reality it will be Eight Sports Capital who are expected to participate.

Eight Sports Capital is a British Virgin Islands-registered firm whose chief executive is Brooklyn Earick, one of the initial bidders in the aborted sale of the club earlier this year. Earick has teamed up with Hong Kong corporate financier Wing Fai Ng and Taiwanese billionaire Richard Tsai who is chairman of the Fubon Financial holding company.

In March Insideworldfootball reported that a Special Purpose Agreement (SPA) was in place to acquire the ENIC shares from Levy, and that money had even been placed in escrow to secure the sale.

The big question over Spurs ownership is not so much whether but when will the Lewis family sell their shares and who to. Sources have told Insideworldfootball that the shares have been shopped to potential US investors.

It would be naïve to believe that Eight Sports Capital will not push for a larger stake in the club having gained a foothold, but such is the animosity between Joe Lewis and Daniel Levy, it is not clear whether that conversation is being had. That could potentially lead to an attempt at a hostile takeover.

For their part, the Lewis family have repeatedly said that the club is not for sale. But in football pretty much everything is for sale all the time.

June 5 – Former Spurs executive chairman Daniel Levy has sold the majority of his shares in the parent company of Tottenham Hotspur to Eight Sports Capital for an estimated £1 billion.

Levy owned 29.88% of ENIC which holds an 87.62% stake in Spurs, effectively giving Levy a 26% ownership position in the club. Joe Lewis and his family trust own 70.12%. The rest of the club is owned by minority shareholders.

Levy is selling 24.99% of his ENIC stake to the British Virgin Islands-registered firm whose chief executive is Brooklyn Earick, one of the initial bidders in the aborted sale of the club earlier this year.

Earick has teamed up with Hong Kong corporate financier Wing Fai Ng and Taiwanese billionaire Richard Tsai who is chairman of the Fubon Financial holding company.

In March Insideworldfootball reported that a Special Purpose Agreement (SPA) was in place to acquire the ENIC shares from Levy, and that money had even been placed in escrow to secure the sale.

The sale was reportedly on the verge of being announced but was stalled with speculation that the delay was due to discussion on securing the potential acquisition of the Lewis shares, giving Eight Sports Capital control of Spurs.

The Lewis family have previously said that they are not interested in selling the club which was fighting for its Premier League survival until the last day of the season. However, the sale of Joe Lewis’s shares are being touted around financial institutions and investors.

“We are delighted to have signed this agreement to acquire a significant stake in ENIC,” said a press release from Sodali & Co who are advising Eight Sports Capital. “We look forward to working with the club’s shareholders, management, staff, players and fans to support Tottenham Hotspur’s continued growth and success.”

That ‘significant’ stake is unlikely to be enough for Eight Sports Capital whose principals previously were in the bidding for the whole club. They want control of the whole club.

The £1 billion valuation of Levy’s stake gives the club a valuation of about £4 billion. Since Levy’s departure the Lewis family have put their own people in to run the club with Peter Charrington, and investment banker and long-time Lewis associate, taking the role of executive chair.

It was a move that indicated that the club was preparing itself for a full change of ownership. The Lewis family say they have had to invest in the club but where that investment has been made is hard to identify.

No comment has been made by Levy, the Lewis family, ENIC or Spurs on the 25% change in ownership of ENIC shares.

March 3 – Two recent incidents involving Leeds and Tottenham fans have reignited a debate on racism in English football.

At Leeds United, a brief pause during Saturday’s Premier League match to allow players observing Ramadan to break their fast was met with loud boos from sections of the crowd at Elland Road. The stoppage, which came in the 13th minute against Manchester City, lasted barely a minute.

In an email sent by the club’s supporter liaison officer, Leeds acknowledged the incident, describing it as “disappointing”.

“The club is aware of the incident, and it was disappointing that some supporters chose to boo during the pause in play to allow players observing Ramadan to break their fast,” the email read. “The club is currently looking into why this happened and what can be done moving forward to prevent incidents of a similar nature from happening again in the future.”

For many supporters, that response felt insufficient. Fans flooded social media and contacted the club directly, with one describing themselves as “deeply disturbed” and “embarrassed” by what they had witnessed.

While Leeds grappled with that fallout at home, English football faced a far more explicit incident abroad. UEFA has fined Tottenham Hotspur and handed the club a suspended ban on selling away tickets after three supporters made Nazi salutes toward Eintracht Frankfurt fans during a Champions League match in Germany.

UEFA said the punishment was imposed for “the racist and/or discriminatory behaviour of its supporters”, suspending the ban for a one-year probationary period. Spurs were also fined £26,000, with an additional £1,966 levied for objects thrown by supporters.

“The conduct of a small number of fans was utterly abhorrent,” the club said, confirming that all three individuals had been identified and issued indefinite bans. “The club stands firmly against all forms of discrimination and has therefore taken the strongest possible action.”

February 3 – The rumours surrounding the acquisition of Premier League Tottenham Hotspur have intensified. Insideworldfootball has exclusively received verification that they are not just rumours but that an agreement is close on the acquisition of former Spurs executive chairman Daniel Levy’s near 30% shareholding in ENIC/THFC.

A consortium led by US investor Brooklyn Earick and Hong Kong financier Ng Wing Fai could conclude the acquisition as early as this month, according to a high placed source with knowledge of the deal who spoke to Insideworldfootball on the condition of anonymity.

The funds are in place for the reported £1 billion acquisition of Levy’s shares. Sources say that the consortium has ‘comfortable’ access to more funds both to acquire the remaining shares and fund an overhaul of the team.

Both Earick and Wing-Fai (through the Firehawk Holdings consortium) had separately tabled offers of £4 billion+ for the club in August of last year and had funds available to progress, before the Lewis family took the club off the market.

They have now combined to form a powerful alliance that has the money to take control of the club and drive it forward post ENIC.

A Special Purpose Agreement (SPA) is understood to be in place.

Neither Earick or Wing-Fai would make any comment on the acquisition but it is understood that after their offers were turned down last year they regrouped, together, realising that they had a number of mutual friends and investors that still had an appetite to own a premium global football club asset that has room for financial and competitive growth.

As investors they present an interesting profile for the club, not just because they are well funded but because of the additional capabilities and ambition they bring to a club that its fans believe has been restricted by an ownership that has capped spending and ability to challenge for major honours.

Spurs fans are reluctant to credit Levy for the strength of the club which has the most modern stadium in English football and, until the last couple of season, has come close to major trophies (including a Champions League final) but not quite coming away with the big prizes.

Harvard educated Wing Fai, based in Hong Kong, is a billionaire who is a seasoned mergers and acquisition specialist.

Earick is similarly well backed and can best be described as a challenger investor. Having graduated as an electrical and software engineer he had a successful music business career before joining NASA as an engineer based in Silicon Valley. Operating at the pinchpoint of sport, technology, and capital markets, he has subsequently built and sold a number of digital tech businesses and raised more than $25 billion in capital, including taking an early position in SpaceX.

In terms of his skillsets he appears much closer to the Spurs much-vaunted playing philosophy of wanting to entertain but also to win and win big. Winning big has so far eluded the club which fans feel has had too many false dawns in that respect.

The deal for Levy’s shareholding obviously excludes the remainder of the shares in ENIC/Spurs that are owned by the Lewis family.

Under Takeover Panel rules, after withdrawing their separate bids, both Earick and Wing-Fai are prevented from “making a bid or taking other steps towards a takeover” for six months, a period which runs out on March 6.

Quite how they proceed once a deal with Levy is concluded is unclear. What is clear is that they see a major opportunity for the club that could match its shiny stadium.

January 20 – Embattled Tottenham Hotspur have announced a “reset” aimed at creating a winning environment and building bridges with fans.

But whether under-pressure manager Thomas Frank remains at the helm long enough to reap any rewards from it remains to be seen.

The reset will look at sporting operations, player transfers, academy development, and supporter engagement, as the club takes stock at the midpoint of a disappointing season.

Delivered by CEO Vinai Venkatesham, who as a former Arsenal executive has had his work cut out winning over fans, it’s a message which acknowledges failures.

Venkatesham admitted “the men’s team has “fallen short of where we want to be so far this season” and said the club “must add more quality, experience, and leadership to compete consistently at the highest level.”

He framed the moment as a “rare opportunity” to rebuild internal processes following a deep review of football and non-football operations, with the stated aim of regular Champions League contention.

Tottenham say they maintain confidence in the current squad, despite it sitting in 14th place in the Premier League table. But admit reinforcements are needed.

Venkatesham promised “a more proactive approach to recruitment, alongside a wage structure that supports our ambition,” adding: “Player trading is also about knowing when to sell and being decisive about moving players on who are not part of our future. Doing so is essential to maximising value and managing our financial fair play obligations.”

The academy remains another strategic pillar. Spurs accept that progress in youth recruitment and coaching must translate more reliably into first-team minutes or transfer value. Additional investment has been committed to improve development pathways.

Venkatesham acknowledged a growing rift between the team and its fans, who have fallen out of love for head coach Frank. “Perhaps most importantly, we know there is distance between the club and our supporters, and we are committed to rebuilding that connection,” Venkatesham said.

Investment in Tottenham Hotspur Women will also increase. “Our joint ambition is clear,” Venkatesham said. “To see our men’s team competing regularly in the Champions League and for major trophies, while significantly raising the competitive level of our women’s team. We know words carry little weight without action.”

January 15 – Tottenham Hotspur have confirmed that Fabio Paratici is heading back to Italy – to take up a position at Fiorentinia – leaving the club just three and a half months after being reappointed as sporting director. Spurs, once again, are left explaining another senior exit that raises more questions than answers.

His first spell, as managing director of football from 2021 to 2023, ended in embarrassment with a global ban following alleged financial malpractice during his time at Juventus. After serving that ban, he returned in a newly created co-sporting director role alongside Johan Lange. Now he is gone again.

“I want to thank Vinai and the Board of Tottenham Hotspur for accommodating my desire to return to Italy and join Fiorentina,” Paratici said. “I have loved my time at the Club, however this opportunity, together with the need to be based in my homeland, has led me to this decision.”

He added: “Spurs is a club that is very close to my heart… I have no doubt that they will achieve things, and I will be watching closely from Italy.”

While being a nice, cuddly statement, the reality on the ground is as cold as an English January morning. Tottenham are 14th in the Premier League, the football is being openly slaughtered by the fan base, and pressure is already on new manager, Thomas Frank, so intense that the Dane has seemingly aged 10 years in 6 months.

Chief executive Vinai Venkatesham is trying desperately to be the calm in the midst of a hurricane, saying, “We have agreed that Fabio will return to Italy following the conclusion of the January transfer window, in line with his wish to move back home,” he said. “Our management structure is designed to be resilient to personnel changes, and it will be business as usual moving forward.”

That line, “business as usual,” is working overtime. What exactly is usual at Tottenham now? A revolving door of coaches. Reshuffled executive titles. Short-term appointments dressed up as long-term planning. Promises and grand statements of stability that barely survive a season.

If the sporting director barely unpacks his boxes before leaving, what does that say about the strategy? If the coach is already under fire and the team is drifting, who is steering this thing?

Despite winning the Europa League last season and qualifying for the Champions League, Tottenham does not look like a club being built for long-term success. They look like a club stuck in a loop of incompetence.

Contact the writer of this story, Nick Webster, at

November 21 – In a commercial landscape packed with crypto firms, finance platforms and hydration drinks, Tottenham Hotspur’s latest partnership announcement may raise a few eyebrows – or restore them.

The club has signed a deal with Elithair, the world’s largest hair-transplant clinic, in a move that is both unexpected and oddly well-targeted for a fanbase where ageing, confidence, and hairlines often move in the same direction.

While football sponsorships are usually about performance or lifestyle, this one cuts directly into a real, everyday issue for supporters. Hair loss affects millions of men globally – including a hefty proportion of the match-going demographic – and the Spurs–Elithair tie-up leans straight into that reality, aiming to reduce stigma and normalise treatment.

Tottenham says the partnership is built around “inspiring self-confidence” and promoting the clinic’s medical expertise to fans. To launch the deal, the club released a family-focused film telling the story of a father who regains his confidence after treatment – confidence he passes onto his young son as they attend Spurs matches together.

Elithair branding will appear throughout Tottenham Hotspur Stadium during home fixtures, giving the company a direct line to tens of thousands of fans every matchday and millions more watching globally.

As football clubs increasingly diversify their commercial portfolios, Spurs may have stumbled onto one of the more relatable partnerships in the Premier League. After all, not every supporter needs a crypto wallet or an energy drink – but a little extra hair and confidence? That’s a market with no shortage of demand amongst the folically challenged.

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said: “We are proud to partner with Elithair, a brand that has demonstrated undisputed global leadership in its field. As the world’s largest hair transplant clinic, we could not have chosen a better partner than Elithair to engage our fanbase through a mission to inspire self-confidence and offer globally recognised clinical treatment practices.”

Hats off to Spurs.