Tottenham are expected to rake in £39 million from a key revenue stream and an official announcement today is set to get things rolling.
Spurs are set to welcome a new commercial director at some stage this summer following Todd Kline’s departure for Chelsea.
Sponsorship and merchandise income soared during Kline’s three years at the club, thanks especially to a new kit deal with Nike and front-of-shirt partnership with AIA.
Whoever is appointed to fill Kline’s shoes will work on signing a new long-term sleeve sponsor deal, as well as a potential naming rights agreement for their stadium.
Those two assets could be worth a combined total of £25m per season, but that is still dwarfed by the revenue that the North London club generates from their kit deal and sales commission.
Spurs launch new away kit, record income anticipated
As announced today (24 June), Spurs have launched their new away kit for the 2024-25 campaign, a blue number with an 80s-inspired design.
The kit has been met with a mixed reception on social media. But if previous years are anything to go by, the club and Nike will still sell a huge number of units.
Spurs recorded merchandise revenue of £31m in their last set of accounts, with that figure taking in the cut of sales they receive for every shirt Nike sells.
That exact figure is not known, but the industry average is around eight to 12 per cent.
As driving a hard bargain has been a hallmark of Daniel Levy‘s reign at the club, one would expect Spurs to have got favourable terms from Nike in this regard.
A report from UEFA earlier this year projected that the top 20 clubs in terms of merchandise revenue in 2023 would see income in this area grow by 26 per cent this year.
If that turns out to be the case, Spurs are in line to bank £39m in total from this revenue stream.
Of course, Tottenham‘s exact take-home will not align perfectly with that figure, but their recent history would suggest that they will exceed the average, not undercut it.
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How much is Spurs’ kit deal worth compared to their rivals?
Spurs received around £30m per season from their deal with US sportswear giants Nike.
That contract runs until 2033, echoing the approach of every one of the so-called ‘Big Six’ besides Liverpool in being locked into an ultra-long term deal.
Spurs’ total annual pay of £30m per year is the lowest of any of the clubs in that bracket – and by quite margin.
Man United (£75m, Adidas), Man City (£65m, Puma), Chelsea (£60m, Nike), Arsenal (£60m, Adidas) and Liverpool (£50m, Adidas from 2025) all earn more from their respective deals.
Spurs’ overall commercial revenue, however, is better than every Premier League club apart from United, City and Liverpool.