Following the cessation of their partnership with Mansion Casino, Tottenham have announced a £20m shirt sponsorship deal with software company Autonomy. Under the terms of the deal, Autonomy’s logo will adorn the front of Tottenham’s shirts until June 2012. However, Autonomy’s logo will only feature on Tottenham’s shirts during Premier League matches in this period. Under an innovative scheme devised by club chairman Daniel Levy, Tottenham may wear shirts with different sponsors for league and cup games. Could Spurs’ enterprising approach soon become the norm?
Under the terms of their sponsorship deal with Autonomy, Spurs will receive £10m a term for the next two seasons. This figure could be doubled, as Levy seeks a shirt sponsor for the side’s FA Cup, Carling Cup and Champions League games. Aware that Spurs cannot compete financially with the likes of Chelsea and Manchester City, Levy’s novel approach to the club’s shirt sponsorship may help his side to compete on a more even footing over the course of the next few seasons.
Despite the split-sponsorship leading to reduced exposure for brands involved, the appeal behind involvement in a scheme is understandable. With Spurs potentially participating in three high-profile cup competitions next season, any brand looking to link-up with Spurs may reap the benefits of the club’s involvement in over thirty games over the next two seasons. The Champions League is one of the most watched sporting competitions in the world, and any company looking to partner with Spurs will be aware of the publicity that may arise as a result of this.
Levy’s innovation may attract attention from the sides that frequently compete in Europe’s elite competition. Clubs such as Manchester United, Chelsea, Barcelona, Inter Milan and Real Madrid participate in the Champions League on an annual basis, and could benefit greatly from following Spurs’ example.
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