Sponsorship & Marketing

Tottenham ‘in talks’ with Google over stadium naming rights

Featured image credit: Tim Bechervaise on Unsplash

English Premier League football club Tottenham Hotspur is reportedly in talks with technology giant Google over a naming-rights deal for its home stadium, which opened in 2019.

The Athletic reports that Tottenham is in “meaningful talks” with Google over a potential sponsorship of the stadium. The value of any prospective deal was not reported and neither Tottenham nor Google have commented on the matter.

The report comes after Tottenham Hotspur Stadium, which has a capacity of 62,850, yesterday (Sunday) staged its latest NFL game as the New York Giants defeated the Green Bay Packers 27-22.

Since opening in April 2019, the stadium has hosted several NFL games, as well as music concerts and boxing, rugby union and rugby league events. However, after more than three years in operation, no naming-rights sponsor has been found.

Google has stepped up its involvement in sports sponsorship recently. The company holds a commercial partnership with SoFi Stadium, home of the NFL’s Los Angeles Rams and Chargers, while Google Cloud also serves as a founding partner of Chase Center, home of the NBA’s Golden State Warriors.

Google also has a partnership with the NBA, as well as Major League Baseball, Italian Serie A football club AC Milan and Formula 1 team McLaren Racing.

It was reported back in 2016 that transportation network Uber was in talks to acquire naming rights to Tottenham Hotspur Stadium in a deal worth more than £20m (€22.7m/$22m) a year, but no agreement was struck. In March 2019, shortly before the stadium opened, Tottenham moved to deny reports that the venue would be called The Nike Stadium.

Tottenham’s stadium sponsor search is being led by Todd Kline, who joined the club as chief commercial officer last year. Kline joined Tottenham from the NFL’s Miami Dolphins, where he helped broker the team’s lucrative 18-year stadium naming-rights deal with Hard Rock Cafe. That deal was worth a reported £180m.