The Naming Rights Thread

al_pacino

woo
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Feb 2, 2005
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I'd guess there aren't loads of companies out there willing to sponsor a stadium and not get the shirt sponsorship too.
 

SamR

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Jan 31, 2006
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876
To become an elite club it has to be an elite brand sponsor. Finding the right fit is very important. A tech or telecoms type of business makes most sense to me - particularly if deployed at the stadium. There are obvious political obstacles, but i could imagine someone like Huawei.
 

Tucker

The Goggles, they do not work...
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I'd guess there aren't loads of companies out there willing to sponsor a stadium and not get the shirt sponsorship too.
I’d imagine there’s a break clause of some kind in the contract with AIA.
 

Phischy

The Spursy One
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Feb 29, 2004
Messages
999
I’d imagine there’s a break clause of some kind in the contract with AIA.
This has been discussed. There isn't. The stadium sponsorship is linked to the sleeve, not the main shirt sponsorship. Levy has said this before and it's the train we don't yet have a sleeve sponsor.
 

Lilbaz

Just call me Baz
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Apr 1, 2005
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This has been discussed. There isn't. The stadium sponsorship is linked to the sleeve, not the main shirt sponsorship. Levy has said this before and it's the train we don't yet have a sleeve sponsor.
Where did you hear that? The only thing i've read is that we wont do a sleeve sponsor as it would take away from the main sponsor. Aia, which renewed the deal last year.
 

worcestersauce

"I'm no optimist I'm just a prisoner of hope
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If you lump two income streams into one you almost always get less than if you treat them as two seperate streams, if we get a big deal for stadium and shirt I'm willing to bet we'd get an even bigger sum total with two seperate deals, I have absolutely no doubt about it and I think my mate Daniel Levy would think the same way.
Just an added thought, as the stadium is also now a conference and exhibition centre I would expect any stadium sponser to have an automatic presence at those events, I guess it might need the ok from the event organisers but it's an added bonus.
 

JamieSpursCommunityUser

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If you lump two income streams into one you almost always get less than if you treat them as two seperate streams, if we get a big deal for stadium and shirt I'm willing to bet we'd get an even bigger sum total with two seperate deals, I have absolutely no doubt about it and I think my mate Daniel Levy would think the same way.
Just an added thought, as the stadium is also now a conference and exhibition centre I would expect any stadium sponser to have an automatic presence at those events, I guess it might need the ok from the event organisers but it's an added bonus.
I believe the issue is you can't attract two sponsors (stadium + sleeve) who compete in the same marketplace.

By signing up a sleeve sponsor for a relatively smaller sum, we'd be taking an industry sector out of the bidding process, which lowers competition and effects price.

Therefore it makes more sense to do the smaller deal second.
 

TC18

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Where did you hear that? The only thing i've read is that we wont do a sleeve sponsor as it would take away from the main sponsor. Aia, which renewed the deal last year.

I think it was mentioned in the minutes of either the last THST meeting or the one previous to that.
 

Lilbaz

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Pellshek

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If you lump two income streams into one you almost always get less than if you treat them as two seperate streams


If 2 deals are better than 1, might 3 deals be better than 2? Or 12 better than 10?

I believe the current thinking is that the naming rights for NWHL are worth c. £15m pa. Source: https://www.express.co.uk/sport/football/919865/Stadium-naming-rights-estimate-Premier-League-ranked-sportgalleries. This might be a bit off, but presumably it's in the right ballpark.

So I wonder whether you could find 15 companies willing to give you £1m each a year, rather then 1 who'd give you £15m? Or, to put it another way, could you convince 15 companies that they can get £1m of value out of whatever NWHL can offer them?

The "Our Partners" page at the OS: https://www.tottenhamhotspur.com/the-club/partners/our-partners/. We have AIA and Nike at the top, and then 12 others, including Audi, Heineken, IWC, HP, EA, Hotels.com, William Hill, two Asian betting companies, and some oddball ones like our official tyre, mobile phone and trading platform partners.

Could Levy offer each of them £1m of value per annum for stadium-related tie-ins?

I've noticed IWC ads on the hoardings at NWHL. Unusual for a small-ish niche brand like that. Poch also conspicuously wears their watches. I also recall a fair amount of Audi-related PR/marketing bumpf in recent months. And presumably in the markets they operate in, the Asian companies (betting, mobile phones etc.) are getting their slice of the PR pie.

So, say for your £1m, you got a customised package:

> IWC: Stadium ad hoardings + Poch wearing the watches + a corporate box
> Hotels.com: Ad hoardings + sleeve sponsorship + travel-related PR/advertising tie-ins
> EA Sport: Ad hoardings + use of stadium for big gaming event
> 1XBet: Ad hoardings + Sonny in a TV ad for the Asian market
> Heineken: Beer sale tie-in for football + 16 other events p/a.
> HP: Use of NWHL as a show-case/show-room for their tech capabilities
Etc.

In this kind of set-up, the EA event would be "The EA Gaming Olympics at THS", not "The EA Gaming Olympics at the Hewlett Packard Arena". Or, it'd be "William Hill at the THS", not "William Hill at the 1xBet Dome". At the Emirates or the Etihad, it's always the Emirates or the Etihad, no matter what other sponsors may be involved in any given event.

Which is to say, the stadium name wouldn't be owned by anyone - it, like the sponsorship packages, would be endlessly customisable, and all deals would sit under an umbrella "Tottenham Hotspur Stadium". This is kinda of the way it's been working wrt sponsorship in the early months of the stadium's branding.

Which brings up the somewhat odd "Tottenham Hotspur Stadium" branding we've seen to date. Was that identity really created just as a stop-gap before a final naming rights deal was signed? Maybe, but it seems to have been pushed by the club more than it needed to be. And the talk about WHL station being renamed Tottenham Hotspur Stadium is also a bit odd if the stadium itself ends up being called the Google Arena. "For the Google Arena, please disembark at Tottenham Hotspur Stadium" is a bit awkward. That THS branding has a semi-permanent feel to it, and one could argue is perfect for a multi-sponsor set-up. Descriptive but not flashy.

And then there's the NFL. With the above arrangement, Levy isn't beholden to William Hill when Caesar's Entertainment - a huge NFL gaming sponsor - want their share of the marketing limelight for an NFL event. William Hill have their own bespoke £1m deal, and it wouldn't cover the NFL. Ditto, beer companies are the NFL's biggest sponsors, which would be tricky if the game is being played in a place called the Heineken Bowl. "Budweiser Monday Night Football from THS" would give Budweiser sole ownership of the place for the night, and there's no anchor-sponsor to complain about it. It could even be billed "Budweiser Monday Night Football, from London" and nobody would be losing out by THS not getting name-checked. It wouldn't matter.

The standard marketing thinking is that this approach would water down the power of the brand ("THS"). But the thing is, it's only £1m, and you get your little slice of the (contracted) pie for that, and no more. And with so many partners, neither side is overly beholden or dependent on the other. Partners could come and go without a huge amount of grief. There'd always be someone out there interested at that price.


TL/DR: None of the above is going to happen, so it's fine that you didn't read it.
 
Joined
Jun 27, 2012
Messages
2,249
If 2 deals are better than 1, might 3 deals be better than 2? Or 12 better than 10?

I believe the current thinking is that the naming rights for NWHL are worth c. £15m pa. Source: https://www.express.co.uk/sport/football/919865/Stadium-naming-rights-estimate-Premier-League-ranked-sportgalleries. This might be a bit off, but presumably it's in the right ballpark.

So I wonder whether you could find 15 companies willing to give you £1m each a year, rather then 1 who'd give you £15m? Or, to put it another way, could you convince 15 companies that they can get £1m of value out of whatever NWHL can offer them?

The "Our Partners" page at the OS: https://www.tottenhamhotspur.com/the-club/partners/our-partners/. We have AIA and Nike at the top, and then 12 others, including Audi, Heineken, IWC, HP, EA, Hotels.com, William Hill, two Asian betting companies, and some oddball ones like our official tyre, mobile phone and trading platform partners.

Could Levy offer each of them £1m of value per annum for stadium-related tie-ins?

I've noticed IWC ads on the hoardings at NWHL. Unusual for a small-ish niche brand like that. Poch also conspicuously wears their watches. I also recall a fair amount of Audi-related PR/marketing bumpf in recent months. And presumably in the markets they operate in, the Asian companies (betting, mobile phones etc.) are getting their slice of the PR pie.

So, say for your £1m, you got a customised package:

> IWC: Stadium ad hoardings + Poch wearing the watches + a corporate box
> Hotels.com: Ad hoardings + sleeve sponsorship + travel-related PR/advertising tie-ins
> EA Sport: Ad hoardings + use of stadium for big gaming event
> 1XBet: Ad hoardings + Sonny in a TV ad for the Asian market
> Heineken: Beer sale tie-in for football + 16 other events p/a.
> HP: Use of NWHL as a show-case/show-room for their tech capabilities
Etc.

In this kind of set-up, the EA event would be "The EA Gaming Olympics at THS", not "The EA Gaming Olympics at the Hewlett Packard Arena". Or, it'd be "William Hill at the THS", not "William Hill at the 1xBet Dome". At the Emirates or the Etihad, it's always the Emirates or the Etihad, no matter what other sponsors may be involved in any given event.

Which is to say, the stadium name wouldn't be owned by anyone - it, like the sponsorship packages, would be endlessly customisable, and all deals would sit under an umbrella "Tottenham Hotspur Stadium". This is kinda of the way it's been working wrt sponsorship in the early months of the stadium's branding.

Which brings up the somewhat odd "Tottenham Hotspur Stadium" branding we've seen to date. Was that identity really created just as a stop-gap before a final naming rights deal was signed? Maybe, but it seems to have been pushed by the club more than it needed to be. And the talk about WHL station being renamed Tottenham Hotspur Stadium is also a bit odd if the stadium itself ends up being called the Google Arena. "For the Google Arena, please disembark at Tottenham Hotspur Stadium" is a bit awkward. That THS branding has a semi-permanent feel to it, and one could argue is perfect for a multi-sponsor set-up. Descriptive but not flashy.

And then there's the NFL. With the above arrangement, Levy isn't beholden to William Hill when Caesar's Entertainment - a huge NFL gaming sponsor - want their share of the marketing limelight for an NFL event. William Hill have their own bespoke £1m deal, and it wouldn't cover the NFL. Ditto, beer companies are the NFL's biggest sponsors, which would be tricky if the game is being played in a place called the Heineken Bowl. "Budweiser Monday Night Football from THS" would give Budweiser sole ownership of the place for the night, and there's no anchor-sponsor to complain about it. It could even be billed "Budweiser Monday Night Football, from London" and nobody would be losing out by THS not getting name-checked. It wouldn't matter.

The standard marketing thinking is that this approach would water down the power of the brand ("THS"). But the thing is, it's only £1m, and you get your little slice of the (contracted) pie for that, and no more. And with so many partners, neither side is overly beholden or dependent on the other. Partners could come and go without a huge amount of grief. There'd always be someone out there interested at that price.


TL/DR: None of the above is going to happen, so it's fine that you didn't read it.
I guarantee all THFC partners deals already do what you are suggesting. Most stadia in the US do what you suggested while still having naming rights. These aren't mutually exclusive, and these companies are still paying in the millions despite not having naming rights.

If you wanted an example of a stadium with no naming rights, Madison Square Garden has JP Morgan Chase as the "marquee partner" and their name is everywhere, including the Chase Bridges. They also have the Delta Lounge (airline), Coca Cola & Budweiser are huge sponsors with their name everywhere, and they have 20-40 other sponsors that are partners of various levels.
 

absolute bobbins

Vous Êtes Des Assassins
Joined
Feb 12, 2013
Messages
10,102
If 2 deals are better than 1, might 3 deals be better than 2? Or 12 better than 10?

I believe the current thinking is that the naming rights for NWHL are worth c. £15m pa. Source: https://www.express.co.uk/sport/football/919865/Stadium-naming-rights-estimate-Premier-League-ranked-sportgalleries. This might be a bit off, but presumably it's in the right ballpark.

So I wonder whether you could find 15 companies willing to give you £1m each a year, rather then 1 who'd give you £15m? Or, to put it another way, could you convince 15 companies that they can get £1m of value out of whatever NWHL can offer them?

The "Our Partners" page at the OS: https://www.tottenhamhotspur.com/the-club/partners/our-partners/. We have AIA and Nike at the top, and then 12 others, including Audi, Heineken, IWC, HP, EA, Hotels.com, William Hill, two Asian betting companies, and some oddball ones like our official tyre, mobile phone and trading platform partners.

Could Levy offer each of them £1m of value per annum for stadium-related tie-ins?

I've noticed IWC ads on the hoardings at NWHL. Unusual for a small-ish niche brand like that. Poch also conspicuously wears their watches. I also recall a fair amount of Audi-related PR/marketing bumpf in recent months. And presumably in the markets they operate in, the Asian companies (betting, mobile phones etc.) are getting their slice of the PR pie.

So, say for your £1m, you got a customised package:

> IWC: Stadium ad hoardings + Poch wearing the watches + a corporate box
> Hotels.com: Ad hoardings + sleeve sponsorship + travel-related PR/advertising tie-ins
> EA Sport: Ad hoardings + use of stadium for big gaming event
> 1XBet: Ad hoardings + Sonny in a TV ad for the Asian market
> Heineken: Beer sale tie-in for football + 16 other events p/a.
> HP: Use of NWHL as a show-case/show-room for their tech capabilities
Etc.

In this kind of set-up, the EA event would be "The EA Gaming Olympics at THS", not "The EA Gaming Olympics at the Hewlett Packard Arena". Or, it'd be "William Hill at the THS", not "William Hill at the 1xBet Dome". At the Emirates or the Etihad, it's always the Emirates or the Etihad, no matter what other sponsors may be involved in any given event.

Which is to say, the stadium name wouldn't be owned by anyone - it, like the sponsorship packages, would be endlessly customisable, and all deals would sit under an umbrella "Tottenham Hotspur Stadium". This is kinda of the way it's been working wrt sponsorship in the early months of the stadium's branding.

Which brings up the somewhat odd "Tottenham Hotspur Stadium" branding we've seen to date. Was that identity really created just as a stop-gap before a final naming rights deal was signed? Maybe, but it seems to have been pushed by the club more than it needed to be. And the talk about WHL station being renamed Tottenham Hotspur Stadium is also a bit odd if the stadium itself ends up being called the Google Arena. "For the Google Arena, please disembark at Tottenham Hotspur Stadium" is a bit awkward. That THS branding has a semi-permanent feel to it, and one could argue is perfect for a multi-sponsor set-up. Descriptive but not flashy.

And then there's the NFL. With the above arrangement, Levy isn't beholden to William Hill when Caesar's Entertainment - a huge NFL gaming sponsor - want their share of the marketing limelight for an NFL event. William Hill have their own bespoke £1m deal, and it wouldn't cover the NFL. Ditto, beer companies are the NFL's biggest sponsors, which would be tricky if the game is being played in a place called the Heineken Bowl. "Budweiser Monday Night Football from THS" would give Budweiser sole ownership of the place for the night, and there's no anchor-sponsor to complain about it. It could even be billed "Budweiser Monday Night Football, from London" and nobody would be losing out by THS not getting name-checked. It wouldn't matter.

The standard marketing thinking is that this approach would water down the power of the brand ("THS"). But the thing is, it's only £1m, and you get your little slice of the (contracted) pie for that, and no more. And with so many partners, neither side is overly beholden or dependent on the other. Partners could come and go without a huge amount of grief. There'd always be someone out there interested at that price.


TL/DR: None of the above is going to happen, so it's fine that you didn't read it.
2018 isn’t current .
 

worcestersauce

"I'm no optimist I'm just a prisoner of hope
Joined
Jan 23, 2006
Messages
20,726
If 2 deals are better than 1, might 3 deals be better than 2? Or 12 better than 10?

I believe the current thinking is that the naming rights for NWHL are worth c. £15m pa. Source: https://www.express.co.uk/sport/football/919865/Stadium-naming-rights-estimate-Premier-League-ranked-sportgalleries. This might be a bit off, but presumably it's in the right ballpark.

So I wonder whether you could find 15 companies willing to give you £1m each a year, rather then 1 who'd give you £15m? Or, to put it another way, could you convince 15 companies that they can get £1m of value out of whatever NWHL can offer them?

The "Our Partners" page at the OS: https://www.tottenhamhotspur.com/the-club/partners/our-partners/. We have AIA and Nike at the top, and then 12 others, including Audi, Heineken, IWC, HP, EA, Hotels.com, William Hill, two Asian betting companies, and some oddball ones like our official tyre, mobile phone and trading platform partners.

Could Levy offer each of them £1m of value per annum for stadium-related tie-ins?

I've noticed IWC ads on the hoardings at NWHL. Unusual for a small-ish niche brand like that. Poch also conspicuously wears their watches. I also recall a fair amount of Audi-related PR/marketing bumpf in recent months. And presumably in the markets they operate in, the Asian companies (betting, mobile phones etc.) are getting their slice of the PR pie.

So, say for your £1m, you got a customised package:

> IWC: Stadium ad hoardings + Poch wearing the watches + a corporate box
> Hotels.com: Ad hoardings + sleeve sponsorship + travel-related PR/advertising tie-ins
> EA Sport: Ad hoardings + use of stadium for big gaming event
> 1XBet: Ad hoardings + Sonny in a TV ad for the Asian market
> Heineken: Beer sale tie-in for football + 16 other events p/a.
> HP: Use of NWHL as a show-case/show-room for their tech capabilities
Etc.

In this kind of set-up, the EA event would be "The EA Gaming Olympics at THS", not "The EA Gaming Olympics at the Hewlett Packard Arena". Or, it'd be "William Hill at the THS", not "William Hill at the 1xBet Dome". At the Emirates or the Etihad, it's always the Emirates or the Etihad, no matter what other sponsors may be involved in any given event.

Which is to say, the stadium name wouldn't be owned by anyone - it, like the sponsorship packages, would be endlessly customisable, and all deals would sit under an umbrella "Tottenham Hotspur Stadium". This is kinda of the way it's been working wrt sponsorship in the early months of the stadium's branding.

Which brings up the somewhat odd "Tottenham Hotspur Stadium" branding we've seen to date. Was that identity really created just as a stop-gap before a final naming rights deal was signed? Maybe, but it seems to have been pushed by the club more than it needed to be. And the talk about WHL station being renamed Tottenham Hotspur Stadium is also a bit odd if the stadium itself ends up being called the Google Arena. "For the Google Arena, please disembark at Tottenham Hotspur Stadium" is a bit awkward. That THS branding has a semi-permanent feel to it, and one could argue is perfect for a multi-sponsor set-up. Descriptive but not flashy.

And then there's the NFL. With the above arrangement, Levy isn't beholden to William Hill when Caesar's Entertainment - a huge NFL gaming sponsor - want their share of the marketing limelight for an NFL event. William Hill have their own bespoke £1m deal, and it wouldn't cover the NFL. Ditto, beer companies are the NFL's biggest sponsors, which would be tricky if the game is being played in a place called the Heineken Bowl. "Budweiser Monday Night Football from THS" would give Budweiser sole ownership of the place for the night, and there's no anchor-sponsor to complain about it. It could even be billed "Budweiser Monday Night Football, from London" and nobody would be losing out by THS not getting name-checked. It wouldn't matter.

The standard marketing thinking is that this approach would water down the power of the brand ("THS"). But the thing is, it's only £1m, and you get your little slice of the (contracted) pie for that, and no more. And with so many partners, neither side is overly beholden or dependent on the other. Partners could come and go without a huge amount of grief. There'd always be someone out there interested at that price.


TL/DR: None of the above is going to happen, so it's fine that you didn't read it.
Possibly but the two deals I was referring to was one for the stadium and a separate one for the shirts.
 

jeremystorey

Well-Known Member
Joined
Jan 23, 2011
Messages
1,535
Microsoft are opening a flagship store in London this summer. They have been known to strike partnerships with Sports teams and leagues (Real Madrid, NFL, Seattle Sounders). I wonder if they are timing the announcement of the store opening to coincide with another announcement...?? It's not beyond the realm of reason. Conversely not all that likely either. But one can dream...
Why? Cos it's where I work!! 😀 And nope, i have no inside knowledge of this. Just speculation combined with some wishful thinking!!!
 

spursfan77

Well-Known Member
Joined
Aug 13, 2005
Messages
21,632
this from the 11 June has all gone very quiet: “pablo on ftl on naming rights: BIG news very soon. Really pleased of this comes off”

I wonder how things have progressed. If there’s anything you’d think we would need it all tees up before the season starts and the train station is sorted out if they are changing the name. We’d want the stadium sponsor on there and so would the company.
 

dovahkiin

Precedeth most urgentlike!
Joined
May 18, 2012
Messages
2,008
hertyid: I've heard some strong rumours about Visa and naming rights.
I'm sure others who are closer to the stadium project have better insight however.
 

danielneeds

Kick-Ass
Joined
May 5, 2004
Messages
20,747
Yeah, always thought it was much more likely to be a traditional financial institution company than a tech firm. Visa would be pretty huge. Let's see if it plays out...
 
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