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Google Leads Tottenham’s Search for Naming Rights

  • Tottenham Hotspur's $1.1 billion stadium opened in 2019.
  • Nike and Amazon were reportedly top contenders for a deal in 2020.
Kirby Lee-USA TODAY Sports
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Google could be the next tech giant to snag naming rights to a soccer stadium.

Tottenham Hotspur is reportedly in talks with the company for naming rights to the club’s $1.1 billion home, which opened in 2019. 

Spurs chairman Daniel Levy has been interested in securing a deal for the 62,850-capacity stadium with the “right brand, on the right money.”

  • Football Insider previously reported the Spurs are holding out for a deal worth $32.8 million per year for at least 10 years. 
  • Nike and Amazon were reportedly top contenders for a deal in 2020.

Google would be the latest technology giant to grab soccer stadium rights.

In March, Spotify purchased naming rights to FC Barcelona’s Camp Nou stadium for a reported $310 million. It is thought to be the most lucrative naming rights deal in European soccer.

Tottenham posted a $106.9 million loss for its fiscal 2021, and its club debt increased to $943 million from $808.1 million after 2020.

Google’s Gigs

Google isn’t new to sports deals.

In March, the company struck a multiyear deal with McLaren’s Formula 1 and Extreme E teams. In October 2021, Google announced a marketing and technology deal with the NBA, and last week, Google Cloud renewed its agreement with MLB.

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