Sports
Tottenham Can Secure £1bn Windfall as Man City Pave Way for Sponsorship Deal
For Tottenham Hotspur, finding ways to keep growing revenues to keep pace with the other five members of the so-called ‘big six’ has been an ongoing challenge.
The move from White Hart Lane to the world-class Tottenham Hotspur Stadium in 2019 was transformational to the club’s revenue streams once the impact of the pandemic and empty stadiums was navigated.
Matchday revenues grew from £45m for the last season at White Hart Lane in 2016/17, to £106m for the most recent set of accounts for 2023/24. For the previous campaign, with additional home games, a high watermark of £118m was seen. Commercial revenue also grew significantly, rising from £76m in 2017 to £255m for 2024, an increase of 236 per cent over the seven years.
Much of that growth was seen from moving into their 62,850-seater home. The club, then under the stewardship of former executive chairman Daniel Levy, struck major contracts with the NFL to host two regular season games per year, as well as leveraging the location and transport links for the venue to deliver major music artists for concerts, such as multiple nights performed across two tours by Beyonce, as well as showpiece sporting events away from football.
Through the entire journey from White Hart Lane to their new home, Tottenham have had a consistent and prominent front-of-shirt partner in global insurance giant AIA, who first partnered with the club for the start of the 2014/15 season when they took over from computer firm HP.
This past week it was announced that AIA, while packaged as the firm ‘extending’ their deal as a partner of the football club, would actually be exiting as the club’s main front-of-shirt partner from the end of the 2026/27 season, instead downgrading the level of the deal, which had been worth around £40m per season, to become the club’s official training kit partner. AIA will continue to have visibility around the stadium via LED advertising boards.
For Spurs, the work has already started with regards to what comes next, with sources telling GIVEMESPORT that the club’s commercial team have already started receiving expressions of interest and sounding out multiple potential interested parties across a variety of sectors to ensure that they have a rounded view of what they can reasonably expect to receive for the next deal, which will undoubtedly be a club-record sum for the most valuable piece of sponsorship inventory that the football club has away from stadium naming rights, something which has been an unresolved issue for Tottenham for the past six years.
Having had plenty of interest from big business when it came to the naming rights, Levy opted against entering into an agreement, and with some good reason. No brand had been willing to match what Spurs had wanted for the rights, and given that these deals are often struck on a long-term basis of 10 years or more, by using the American market as an example, there wasn’t the appetite to be tied for something long-term if the valuation hadn’t been met.
The first set of naming rights for new stadiums are the most important. It is where familiarisation starts and where fans become connected with the brand and the name, something that can often last beyond the deal itself.
Levy also saw value in the stadium being known as Tottenham Hotspur Stadium, especially given that it had international exposure via the NFL games being played at the arena. The view was that in having the name above the door for concerts and other non-football events, it gave the club significant brand exposure.
But what might this have to do with the front-of-shirt naming rights for Spurs from 2027, and how might it allow them to maximise the opportunity that they have to further close the revenue gap that exists between themselves and the likes of Liverpool and Manchester City?
Spurs Have Chance to Reshape Commercial Landscape
The departure of AIA presents Tottenham with a rare strategic opportunity to reshape their commercial landscape from 2027 onwards. For prospective partners, the club can offer a powerful dual proposition: alignment across both the front-of-shirt sponsorship and stadium naming rights.
This convergence unlocks exceptional brand visibility and long-term value, allowing sponsors to embed themselves into the very identity of the club. It’s a model that has delivered outsized impact for Etihad Airways at Manchester City and Spotify at FC Barcelona – where unified deals have elevated brand presence far beyond traditional sponsorship. Spurs now stand poised to offer something similarly transformative.
Manchester City’s deal with Etihad Airways is reportedly worth up to £1bn over its full term, with annual values estimated around £60m to £65m. Barcelona’s Spotify partnership, signed in 2022, includes shirt sponsorship for both the men’s and women’s teams, training kit, and stadium naming rights, and is valued at €280m over four years—roughly €70m per season.
The Barca deal was struck during a period of economic turmoil for the club coming out of the pandemic, one that meant the leverage that they should have had just wasn’t there. The value was also impacted by the fact that Barca didn’t have strong data on their own fans, something that is now extraordinarily valuable to would-be partners, especially those selling a subscription service like Spotify do.
For Tottenham, conservative benchmarking would suggest £45m to £50m per year based on the value of the last AIA deal, which was last extended back in 2019, the same year the north Londoners moved into their current home.
According to industry publication ‘The Sponsor’, who assessed fair market value of front-of-shirt deals earlier this year, Spurs’ deal was undervalued to the tune of £9.1m, meaning that they felt it could have been closer to the £50m mark, which is where Liverpool’s deal with Standard Chartered sat after their 2022 renewal. According to the same analysis, only Tottenham and Liverpool had deals that were undervalued for 2025, with the rest overvalued, in the case of Manchester United by as much as £9m.
Given what has been achieved in the market by Manchester United and Liverpool over the last five years, there is a likelihood that even just a front-of-shirt deal could be worth £60m to £70m and achieved if the right partner was found for the long-term, and that could rise still if stadium rights were also part of the package.
Spurs’ London location, world-class stadium, and growing international profile offer strong leverage going to market, but they will also need to improve from a competitive aspect, with major brands wanting to have Champions League exposure on a regular basis.
Sports
Oleksandr Usyk’s Last-Ever Boxing Match Will Be Against Deontay Wilder, Says Eddie Hearn
Oleksandr Usyk’s next, and possibly final, opponent has been leaked by Eddie Hearn.
With the Ukrainian now 39 years old, he is approaching the end of his career, and while he has made it clear that he is not yet retiring, his next showdown will be one of his last acts on the boxing main stage.
Usyk has an undefeated professional record of 25 wins and until recently held the WBA ‘super’, WBC, and IBF belts, but on the 26th of June, he announced he would vacate his belts.
“This is a well-considered decision that I am confident will open new opportunities for me. This is not the end of the story. The continuation lies ahead,” he said on X.
In a video message, he added: “I want to vacate all the belts that I currently hold to make them available for the guys next in line to fight for them.
“Friends, I’m leaving the belts but not the sport because I still have my last dance.”
Oleksandr Usyk’s Final Boxing Opponent ‘Revealed’
So who will his last dance come against? While it is unclear whether his next fight will indeed be his last, Eddie Hearn did reveal his next opponent.
Speaking on DAZN, the English promoter stated that Usyk’s next fight will be with Deontay Wilder.
“As I understand it, Usyk will fight Wilder next. He wants to do what he wants to do, I guess, and have one more in the sun, and now the contenders are going to get their shots.”
Usyk’s desire to defeat all the major heavyweights of his era led him to choose the American for his next bout. Usyk has already defeated Tyson Fury, Anthony Joshua, and Daniel Dubois, and will be keen to add Wilder to his conquered list.
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The pair were linked with a fight against each other at the start of the year, but the cards failed to fall into place and the American instead set up a bout with Derek Chisora.
The Bronze Bomber had been scrutinsied following back-to-back defeats versus Joseph Parker and Zhilei Zhang, with many speculating his future in boxing was well into its twilight years. However, a comfortable win against Chisora, in conjunction with a record of 43 knockouts, has proven that he still has what it takes to win at the elite level.
Usyk’s most recent fight came against Rico Verhoeven. It was a tough match for the Ukrainian, who was tested all the way, but he eventually came out victorious late on in the 11th round.
With Usyk and Wilder 39 and 40 respectively, their showdown may act as the grand finale for what has been two legendary careers. When the curtain does fall, they will be remembered as two greats of the game. But for now, the show goes on and a clash between Usyk and Wilder is sure to be an entertaining one.
Sports
Bastian Schweinsteiger Reacts After He’s Accused of Making Racist Comments
Bastian Schweinsteiger has been forced to defend himself after comments he made about the Ivory Coast ahead of their World Cup clash with Germany were branded racist by their head coach.
The former Germany, Bayern Munich and Manchester United midfielder described Ivory Coast’s style as unpredictable and unorthodox while working as a pundit, remarks that brought a wave of criticism in the days that followed.
Ivory Coast boss Emerse Fae pulled no punches when addressing the comments, leading Schweinsteiger to release a statement explaining what he had actually meant by the analysis.
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Fae was quick to give his view on the matter, hitting back after guiding Ivory Coast into the knockout rounds for the first time in their history following a 2-0 win over Curacao.
“We could call it racist, if we were calling a spade a spade.”
Though he added he hoped it was simply a “clumsy statement that’s not necessarily reflective of what’s in his life.”
The issue also drew in Jurgen Klopp, who appeared uncomfortable when pressed on the subject during a broadcast appearance, eventually cutting the interview short.
Schweinsteiger had described Ivory Coast’s approach as “a bit African football, a bit unorthodox, a bit wild, a bit perhaps also not so conditioned by tactics” while appearing on German broadcaster ARD.
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The comments quickly drew backlash, with some suggesting he leaned into outdated racial stereotypes. Responding through a statement released by the same broadcaster, Schweinsteiger said:
“I was talking about football, not about people. It’s a football analysis. Nothing more and nothing less. … I certainly didn’t mean to offend anyone.”
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Axel Balkausky, ARD’s sports coordinator, defended Schweinsteiger’s stance in a very similar manner. “He summarized his experiences and observations from recent games. It wasn’t about individual people but rather a footballing assessment. I can’t detect any form of racism in that or in his choice of words. If the coach of Ivory Coast, Emerse Fae, were to speak directly with Bastian, his suspicions would be quickly revised, I am sure of that. Perhaps an opportunity of that sort will arise in the course of the tournament.”
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Sports
Pele and Diego Maradona’s Private Chat About Lionel Messi in 2016
While there will always be intense debate over where they all rank, Lionel Messi, Pele and Diego Maradona will forever be in the pantheon of all-time football greats.
Pele was football’s first global superstar, his name synonymous with the beautiful game. Winner of the World Cup in 1958 at the age of 17, the Brazilian went on to lift football’s most iconic trophy twice more, first in 1962 and then again in 1970.
And then came Diego Maradona, the first player to seriously threaten Pele’s status as the greatest footballer in history.
The diminutive playmaker inspired Argentina to World Cup glory at the 1986 finals in Mexico, hitting a level of individual brilliance that had never been seen before.
It seemed incomprehensible that we’d see another player as good as Maradona, but the otherworldly Messi burst onto the scene in 2005 and the rest is history.
If Messi wins a second successful World Cup with Argentina in the United States this summer, he will cement his status as football’s GOAT (greatest of all time), in the eyes of many football fans and pundits alike.
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For others, that happened as soon as he won the 2022 World Cup in Qatar, producing a series of performances that rivalled Maradona’s 36 years earlier.
Sadly, Maradona wasn’t around to witness Messi’s crowning moment. He died two years earlier, aged just 60.
Pele, on the other hand, did witness Messi lifting the World Cup, but passed away himself less than two weeks later aged 82.
Pele and Maradona’s Private Chat About Messi in 2016
Years earlier, in June 2016, Maradona and Pele were caught by microphones having a private chat about Messi – and their comments now look very interesting.
Messi was going through a challenging period with Argentina at the time, faced with accusations that he cared more about playing for Barcelona than his national team.
These unfair accusations, combined with a series of near misses at major tournaments, even led to Messi announcing his retirement from international football after the 2016 Copa America.
Several weeks earlier, Maradona and Pele had their private chat. Pele, wanting to learn more about Messi’s personality, asked: “Diego, do you know Messi personally?”
Maradona, who coached Messi at the 2010 World Cup, replied: “Yes, yes, but…”
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World Cup History Quiz
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Pele interjected: “Is he a good person? I don’t know him, I know him from…”
Maradona then said: “He is a good person, but he has no personality. He doesn’t have much personality, like how to be a leader.”
Pele responded: “Ah, I understand. Like there were many [players like this] in our time.”
Maradona added: “Exactly, many players, many…”
Pele then said: “In 1970, there was Rivelino. I was speaking about Messi, the Argentina of Messi. He said that Messi is a great player, there is no doubt, but he has no personality.” Watch the clip below:
While Messi has let his gifted feet do most of the talking during his illustrious career, there’s no doubt that his leadership qualities have massively improved since Maradona and Pele’s conversation.
Every player in Argentina’s most-recent squads would run through a brick wall for the eight-time Ballon d’Or winner, who has helped to cultivate an extraordinary team spirit with the help of manager Lionel Scaloni.
Messi, who reversed his decision to retire from international duty after a mass public appeal in August 2016, might be a very different character to Pele and Maradona – but he’s demonstrated over the past 10 years that he also has plenty of personality.
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