Tottenham Hotspur Sees Sponsorship Growth Thru โDigital Integration, Stadium Assets
MADRID – Tottenham Hotspur is โขexperiencing a surge in partnership value driven by a strategic shift towards digital inventory and maximizingโฃ assets within its stadium, according to Ryan Norys, theโ club’s chiefโ revenue officer. Speaking ahead of his appearance at theโ SportsPro Media Summit in Madrid, Norys detailed how a restructuring of existing deals and โคincreased digital integration are โฃfueling revenue growth despite a changing sponsorshipโค landscape.
Previously, Tottenham’s sponsorship model โrelied 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 – โฃrising from less thanโ 10% ofโ partnerships three years ago toโฃ 20-25% โcurrently – has unlocked โขnewโฃ revenue streams and enhanced partnership value. Norysโ 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 โwe started to unbundle some of these dealsโ that we had previously,โ we’ve restructured aโฃ lot of partnerships when we’ve gone back to the market,โ we’ve utilised a wider digital influence.”
The shift in strategy has positioned Tottenham favorably, โwith Norys confident in the continued strength of stadium naming rights valuations.โฃ He believesโค the club โis well-equipped for future growth, possessing the necessary “assets, tools, and resources” to execute its strategy over the next two to โฃthreeโ years.
“So there’s not anything that we need toโข 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 Summitโข in Madrid, which takes place on 18th and 19th November. To find out more about the โฃevent, click โhere.