Tottenham Hotspur Sees Sponsorship Growth Thru Digital Integration, Stadium Assets
MADRID – Tottenham Hotspur is experiencing a surge in partnership value driven by a strategic shift towards digital inventory and maximizing assets within its stadium, according to Ryan Norys, the club’s chief revenue officer. Speaking ahead of his appearance at the SportsPro Media Summit in Madrid, Norys detailed how a restructuring of existing deals and increased digital integration are fueling revenue growth despite a changing sponsorship landscape.
Previously, Tottenham’s sponsorship model relied heavily on traditional bundled packages. However, the club has actively “unbundled” these deals, allowing for more flexible and targeted offerings. This, coupled with a meaningful increase in digital assets – rising from less than 10% of partnerships three years ago to 20-25% currently – has unlocked new revenue streams and enhanced partnership value. Norys emphasized the strategic importance of LED integration within the stadium, stating the club focuses on delivering value through carefully managed minutes of exposure.
“When I got here, that wasn’t the case,” Norys said.”But as we started to unbundle some of these deals that we had previously, we’ve restructured a lot of partnerships when we’ve gone back to the market, we’ve utilised a wider digital influence.”
The shift in strategy has positioned Tottenham favorably, with Norys confident in the continued strength of stadium naming rights valuations. He believes the club is well-equipped for future growth, possessing the necessary “assets, tools, and resources” to execute its strategy over the next two to three years.
“So there’s not anything that we need to do in the next two to three years except for just execute the strategy,” Norys stated.
Ryan Norys will be speaking on-stage at SportsPro Media Summit in Madrid, which takes place on 18th and 19th November. To find out more about the event, click here.