Tottenham set to sign lucrative BetMGM deal to help plug £18m hole after two sponsors cut ties

Tottenham Hotspur are looking to replace and improve before the start of the new Premier League season on the £18million-a-year in sponsorship income they have lost in recent months.

Spurs announced in April within their most recently-filed accounts that in the year up until June 2023 the club had made £227.7million from commercial revenues, which include sponsorship, merchandising and other income such as third-party events, visitor attractions, conference and events, along with the money made from their pre-season tour to South Korea the previous year. That was an increase from £183.5million in 2022.

Now from that pool of money, the north London club have two deals coming to a close this summer and they are the third and fourth most lucrative sponsorship contracts at the club behind their AIA and Nike agreements.

The first is the three-year training wear sponsorship deal agreed with Getir, which was signed in 2021. The delivery firm's troubles have been widely reported in recent months and Tottenham were prepared for the fact that the deal, reportedly worth £8million a year at the time, would naturally come to a close at the end of last season. However, Sky News reported last month that Turkish-based Getir was left with a debt of close to £5million to the Premier League side.

Tottenham appear to have at least found a replacement training wear partner with BetMGM expected to take over from next season in a multi-year deal. Shirt sponsorship values have risen in recent years, including training wear ones, so the break may have come at a good time in that respect and reports have placed this new deal with the online betting company as being worth around £10million a season.

While last year Premier League clubs agreed to remove gambling logos from matchday shirts from the 2026/27 season onwards, they will be allowed to use them on training wear, sleeve sponsorship and advertising around their stadium and training grounds.

READ MORE: Ange Postecoglou defence plan is clear but Tottenham may run into transfer negotiations problem

READ MORE: Tottenham transfer exodus under way as Ange Postecoglou follows Arsenal and Liverpool blueprint

BetMGM, which entered the UK market last year, has also got a number of smaller sponsorship deals with Manchester City, Newcastle United and Wolves, but will become more prominent with their expected training wear deal with Tottenham.

Tottenham will also be looking to upgrade their matchday shirt sleeve sponsorship deal as their partnership with Cinch comes to an end. The online car-selling platform agreed a five-year deal with the north London club in 2021 but is believed to have exercised an early exit option as it pulls back on its sponsorship commitments, having done the same with its Scottish Premiership Football League deal.

That Cinch deal was reported at the time as being Spurs' third most lucrative sponsorship deal at £10million-a-year. With that early exit anticipated, the club were involved in some preliminary negotiations with the SA Tourism arm of the South African government about sponsorship, including their shirt sleeves, which ended up not making it through the rounds of approval within the country.

Reports in South Africa in February last year claimed it was a three-year deal worth just under 911million rand, which would have been £42.5million with the exchange rate at that time (it would be worth £3million less with today's rate). That would have placed the new deal back then as being worth more than £14million-a-year.

That failed deal does at least show that Tottenham will look to take advantage of the increased value in shirt sleeve sponsorship since the Cinch contract was agreed in 2021 and the plan is for the club to have a new sponsor in place by the time the new Premier League season starts in August.

Spurs' newly-released Nike home kit came out this month and within the launch, the statement read: "For the 2024/25 season, all of our kits will be sold without the sleeve partner logo, and our training range will be sold without the training wear partner logo. These are excluded from retail inventory for the coming season."

Tottenham's long-running AIA and Nike deals remain by far their most lucrative sponsorship contracts. In 2019, Spurs agreed an extension to their shirt sponsorship deal with life insurance company AIA worth £320million until the end of the 2026/27 season, meaning a £40million-a-year contract.

Spurs signed their other big-money deal with Nike back in 2017 and then extended it the following year to a 15-year agreement which will last until at least 2033, making it is one of the longest football club deals in the sportswear giant's history. Reports at the time suggested the agreement was worth around £30million a season for the north London outfit.

Another big sponsorship deal yet to be struck is the one for the naming rights to the Tottenham Hotspur Stadium, which opened in 2019. Spurs chairman Daniel Levy has spoken in the past year about the unexpected income and benefits that have come from leaving the club's name on the stadium, which has given Tottenham more time to find the best possible long-term deal for their home in N17.

First up though, they need to finalise those new training wear and sleeve sponsorship deals before next season and every little helps as they look to back Ange Postecoglou with transfers this summer to help him realise his expectations of challenging those at the top of the Premier League.

Listen to the latest episode of Gold & Guest Talk Tottenham by clicking here! In depth Spurs chat on your preferred podcast platform.

Want breaking and top Tottenham stories sent straight to you? Join our Spurs WhatsApp community by clicking this link. If you're curious you can check out our privacy policy here.