In April, 2019 Tottenham Hotspur football club opened a new £1 billion state-of-the-art stadium, built on top of the old White Hart Lane ground in North London. One of the sports business stories since then has been the club's aspiration to deliver a naming rights sponsorship deal that surpasses those traditionally seen in Europe.
Reports in media outlets claim the club is looking to strike a deal in the region of £25 million a year.
Since then the club is augmented the stadium's content offering by securing long-term partnerships with the NFL and Formula One, aswell as music and boxing promoters. In doing so the club has created a venue that offers premium year round content.
Four years on though, the club has not secured a naming rights partner. But they remain resolute in securing a deal that's aligned to their original target.

So what is the Tottenham stadium worth?

What do you buy when you buy a naming rights deal and how does it differ from other forms of sponsorship?

 Helping us fund an answer to these questions is Dan Gaunt, General Manager of
Turnstile, the global market leader in the provision of fair market price sponsorship valuations.
With Dan is Adam Mitchell, Chief Executive of the sponsorship decision-making organisation Sponsor Pulse 

This podcast coincides with the launch of a new report into stadium naming rights from Turnstile that's available via turnstilegroup.com.

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