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There have been plenty of near misses over the years. Several brands thought they were close before talks fell through at the last minute. But last month brought some tangible progress. Just two weeks after Levy stepped down (though he still holds shares), Spurs signed Sports Illustrated Tickets as the first member of their new commercial initiative called ‘The Collective’. The 12-year deal includes East Stand sponsorship and various activations around the stadium. A 12-year agreement was signed with Sports Illustrated Tickets, covering East Stand branding and other activations throughout Tottenham Hotspur Stadium. The MetLife Stadium approach has inspired Tottenham’s segmented strategy The MetLife Stadium model uses one main naming rights partner alongside four gate sponsors – HCLTech, Verizon, Moody’s and Bud Light. “We’re identifying how we authentically integrate brands into these spaces without taking away from the design, the architecture… You don’t want it to become a billboard,” said Norys.
