Tottenham are in a perfect position to profit from tourists visiting their stadium, according to football finance expert Kieran Maguire, after it was revealed that the team has extended its contract with the NFL.
The Tottenham Hotspur Stadium was built with the intention of holding NFL games, other sporting events, and concerts. Underneath the retractable football field, the arena has an artificial surface for other activities.
It was announced on 14 September that Tottenham and the NFL have agreed to extend their deal to host matches at the stadium until 2029-2030.
That means that Two NFL games per season will continue to be played at Spurs’ home ground, with this year’s games set to be played later this month
Jacksonville Jaguars taking on the Buffalo Bills on October 8 and the Baltimore Ravens taking on the Tennessee Titans on October 15.
As part of the announcement, NFL Commissioner Roger Goodell even labelled the 62,850-seater stadium as the ‘Home of the NFL in the UK’.
Maguire has said that Spurs designed the stadium to be able to monetise the tourists and NFL fans through merchandise sales at the venue.
Daniel Levy has a masterplan for Spurs finances
He told Football Insider about the extension to the agreement: “I think this is part of Daniel Levy’s overall masterplan.
“The football club is clearly the preeminent element of the new stadium, but at the same time, the plan is to monetise it so that it can become a significant revenue earner on non-match days.
“This NFL deal would appear to be part of that approach. The stadium is excellent in terms of merchandise sales – it’s geared to extract money from people’s pockets.
And given the number of NFL fans and tourists who visit London, I believe it to be well situated in that sense.
“So you’ve got to give the club credit, and also it gives certainty going forward until 2030. The ability to set reasonable budgets and recruit more quality to the football squad with the ultimate goal of winning trophies can only benefit from this predictability.
