Love or loathe him, there is no denying that Daniel Levy is an expert when it comes to monetising the Tottenham brand.
Spurs’ annual commercial income has trebled in the since the move to the Tottenham Hotspur Stadium in 2019 and now stands at £228m
And while bedrock Tottenham supporters want to see more of that revenue funnelled into Ange Postecoglou‘s playing budget, Levy is unlikely to change tack any time soon.
Daniel Levy, chairman of Tottenham Hotspur (R) and Tottenham Hotspur Men’s Manager, Ange Postecoglou, spectate the Barclays Women´s Super League ma…
Levy is part of the ENIC ownership group whose external wealth pales in comparison to many owners in the Premier League and is dwarfed by the rest of the so-called ‘Big Six’.
The 62-year-old Spurs chairman therefore insists that the club pursues a self-sufficient model. Essentially, every penny they spend, they need to earn.
The stadium has been transformative in this regard, with Spurs annual squad cost – that’s total wages plus amortisation – rising from £226m in 2019 to £360m in the last financial year.
And the latest developments at the world-class, 62,850-seater stadium show why the venue continues to be a money-printing machine.
Earlier this summer, Spurs were given license by Harringay Council to effectively double the number of non-football events at the Tottenham Hotspur Stadium per year.
It is estimated that Beyonce’s recent string of concerts at the stadium were worth £5m to Spurs after costs, and the club are now allowed to host 30 individual events annually.
As well as concerts, Spurs have made the stadium the go-to venue to hire for sporting events in the capital.
The NFL London Games, heavyweight boxing and a 15-year tie-in for an F1 karting experience have proved particularly lucrative.
And it was confirmed in October last year that the Tottenham Hotspur Stadium would be one of 10 venues for the United Kingdom and Ireland European Championship in 2028.
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