Exclusive: Tottenham set sights on £60m sponsorship agreement following official announcement

Tottenham Hotspur are seeking to secure a new front-of-shirt sponsorship deal worth up to £60 million, according to sources cited by Football Insider.

The club’s long-term partnership with AIA Group, which began in 2013, will officially come to an end after the 2026-27 season. Spurs announced on Tuesday (4 November) that while AIA’s current front-of-shirt agreement won’t be renewed, the Hong Kong-based insurance firm will instead become the club’s training kit sponsor from 2027 to 2032.

Tottenham’s current deal with AIA is valued at £40 million per year, placing it among the Premier League’s most profitable sponsorships. Sports business expert Lukasz Baczek told Football Insider that the club is targeting a new shirt partnership worth between £50m and £60m annually.

Spurs’ partnership with AIA was last renewed in 2019 in an eight-year extension worth £320 million in total. Despite AIA’s shift to a reduced sponsorship role, Baczek noted the move wasn’t entirely unexpected following Son Heung-min’s departure to Los Angeles FC for around £20 million during the summer. The South Korean forward had been a key commercial figure for the brand across Asia.

Tottenham are now working behind the scenes to identify a new main sponsor to replace AIA on their shirts.

In comparison, Liverpool’s new Adidas deal could exceed £100m per year, Manchester United’s Adidas agreement brings in £90m annually, and Arsenal earn roughly £75m per year from the same supplier.

Financially, Spurs have seen strong growth since moving to their 62,850-seat stadium in 2019. Their 2023-24 accounts showed commercial revenue rising from £228m to £255m, contributing to an overall turnover of £528m — the fifth-highest in the Premier League.

While discussions continue over potential stadium naming rights, sources suggest securing a new shirt sponsor is expected to be far more straightforward after six years without progress on the naming deal.