In an announcement to supporters, Tottenham Hotspur have confirmed they are now in a signed ‘multi-year’ sponsorship deal with cinch, who will be sported on Spurs’ kit sleeve in both the men and women’s teams – with Daniel Levy now u-turning on his past theory that any sleeve agreement would ‘compromise the value of the [stadium] naming rights‘.
As explained by football.london, Levy took a pretty firm stance on originally dismissing the idea of sponsors being allowed coverage on Tottenham’s kit sleeve – with the chairman explaining that ‘naming rights would come first‘.
This confirmed announcement, as a result, appears to be a drastic u-turn by Levy – coming soon after the club posted ‘irrecoverable’ losses of £63.9 million for the year ending June 30, 2020 (Evening Standard).
Levy -turn explained for Spurs
Just over two years following his hard-line stance on sleeve sponsorship, stadium naming rights have been pushed to one side as the club share news that they have signed a deal with cinch, one of the UK’s fastest growing online car selling platforms.
Arguably due to coronavirus hitting the club’s finances hard, this revelation for Spurs and their supporters could impact naming rights for Tottenham Hotspur Stadium – and it will be interesting to see how this develops.
How much this deal is worth over the next two years has not been declared by the Lilywhites, but cinch will be on the Spurs’ jersey as soon as this weekend’s FA Cup clash against Marine and thereafter.
Nick Hoyle, head of partnership at Tottenham Hotspur, explained his thoughts on the move, stating:
“We are excited to welcome cinch to our family of brand partners as our first official sleeve partner.
“Cinch is such an innovative brand and their customer first approach is well aligned with our own commitment of delivering an unrivalled experience for our fans. We look forward to working with cinch and introducing their brand to our supporters.”
Transfer Tavern take
Coming amid financial uncertainty, this agreement from the club and Levy’s drastic u-turn could pay dividends from a financial perspective – and the intriguing story surrounding Spurs’ stadium naming rights could be impacted.
Judging by this update, Spurs supporters could see a sponsor’s name on the stadium sooner rather than later.
In other news: Spurs are eyeing this ‘ridiculous’ January signing tipped to drive supporters ‘crazy’, find out more here.
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