Exclusive: Tottenham target £20m stadium naming rights agreement as new commercial hire arrives
Tottenham are pushing to secure a £20million-per-year stadium naming rights agreement after bringing in a new commercial chief, sources have told Football Insider.
The club have been attempting to tie down a naming rights partner since their cutting-edge stadium opened in 2019. According to The Telegraph (4 December), Alex Scotcher will become Spurs’ new commercial director in January, having previously helped negotiate naming rights deals for Everton and Valencia.
His appointment is seen as a strong indication that Tottenham’s owners are ready to finally secure a sponsor for their 62,850-seat stadium. Insiders say the club value the deal at roughly £20m annually.
The north London side have gone six years without generating naming-rights revenue, with former executive chairman Daniel Levy having rejected proposals worth £10–15m a year while waiting for a higher offer.
Scotcher is expected to accelerate the process of landing a lucrative agreement for Thomas Frank’s team. He joins Spurs from Elevate, where he served as senior vice-president of global partnerships for over three years. Elevate previously worked with Everton to secure their stadium sponsor Hill Dickinson, who are believed to be paying around £10m annually over 10 years.
Scotcher will now lead Tottenham’s efforts to secure a similar—but more valuable—deal. Spurs are also seeking a new front-of-shirt sponsor after confirming their long-running partnership with AIA, in place since 2013, will end after the 2026-27 season.
Following Daniel Levy’s departure in September, the Lewis family have taken a more hands-on role in the club’s daily operations. Peter Charrington has stepped in as non-executive chairman, while chief executive Vinai Venkatesham heads the leadership group.
Tottenham aim to build on the commercial platform Levy left behind as they attempt to finalise a long-awaited stadium naming rights contract. Their 2023-24 accounts show commercial revenue rose from £228m to £255m, helping Spurs record the Premier League’s fifth-highest overall revenue with a turnover of £528m.
