Tottenham Hotspur are in advanced negotiations over a huge new matchday shirt sleeve sponsorship deal which is expected to be announced as early as this month, football.london understands.
Spurs’ shirt sleeve partnership with Cinch was meant to last five years after being signed in 2021, but the online car-selling company is believed to have exercised an early exit option as it pulls back on its sponsorship commitments, having done the same with its Scottish Premiership Football League deal.
That early exit looks to have benefited Tottenham greatly as football.london understands that they made the most of rising sponsorship valuations and are in advanced talks to agree a matchday shirt sleeve deal with a new partner that will dwarf the £10million a year they were getting from the Cinch deal and it should be announced in the coming weeks.
Sponsorship deals have come even more into focus in recent times because they help clubs comply with the Profit and Sustainability Rules and allow them to spend more money during transfer windows without falling foul of the stricter Financial Fair Play laws, which have brought fines and docked points as punishments this season, with more to come.
Tottenham were previously involved in some preliminary negotiations with the SA Tourism arm of the South African government about sponsorship, including their shirt sleeves, which ended up not making it through the rounds of approval within that country. Reports in South Africa in February last year claimed it was a three-year deal worth just under 911million rand, which would have been £42.5million with the exchange rate at that time (it would be worth £3million less with today’s rate). That would have placed the new deal back then as being worth more than £14million-a-year.
Earlier this month Spurs announced a new three-year training wear sponsorship deal with BetMGM, which is worth a reported £10million a year. While last year Premier League clubs agreed to remove gambling logos from matchday shirts from the 2026/27 season onwards, they will be allowed to use them on training wear, sleeve sponsorship and advertising around their stadium and training grounds.
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Fans will have neither BetMGM nor the new shirt sleeve sponsors on the apparel they buy though as with both their new home and away Nike kits launches this month, Spurs said: “For the 2024/25 season, all of our kits will be sold without the sleeve partner logo, and our training range will be sold without the training wear partner logo. These are excluded from retail inventory for the coming season.”
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