Tottenham Hotspur are planning a £400m deal for the naming rights to their new stadium and are prepared to drop all references to White Hart Lane in order to secure the most money from a potential deal.
Jo Porter, Managing Partner Insight & Strategy spoke to The Drum to shed light on how the football club's push for a naming rights partner could pan out:
"There are broadly two types of potential naming rights strategy. One leads with brand engagement, the other puts a higher emphasis on generating brand awareness.The O2 and Wembley connected by EE are good examples of brands using venues to engage with new and existing customers, by seamlessly showcasing core service attributes in to the relationship.
"Then there's the other type of sponsor who wants to use football's huge media numbers to create broad awareness with a new or foreign audience. The decision to offer a clean name potentially helps Spurs' chances of finding this type of partner at a higher price point."
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