Premier League

Autonomous

"I'm delighted"

New season, new kit. That’s the way it has come to work in football. But now, Tottenham look set to build on that lucrative profit making exercise by adorning their bright white shirts with two different shirt sponsors as the team goes through the season.

The first of them, acquiring the rights to be bolted to the front of Gareth Bale’s chest during Premier League games, has already been confirmed by the club. Cambridge-based software producer Autonomy has signed an agreement with the club worth around £20million, a fee which may increase depending on the clubs standing at the end of the season.

A FTSE 100 listed company, Autonomy, lead by its founder Michael Lynch, has grown since its inception in 1996 to become the UK’s leading software firm.

The FA takes note of Levy's idea...

The business is reported to make revenue of roughly £250million per year and it is widely recognized as one of the fastest growing in its area.

Though obviously delighted with the deal, Daniel Levy has been quick to point out that the company’s name will only be emblazoned during Premier League fixtures, leaving sponsorship deals for the FA Cup, League Cup and Champions League still open to bidders.

Whether firms will be happy to bid on the lottery of cup games, however, remains to be seen.

Nevertheless, it’s a bold move by Levy and may just inspire several other clubs to take up the opportunity to have several sponsors splashed across their jerseys through the season. Like this mock-up of England’s next international kit.

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