Say what you like about Spurs (and I frequently do), they’ve shown their commercial nous this season.
First they unveiled their dual shirt sponsorship model. Aside from a gut-wrenching first half of their first ever Champions League match, during which the Investec chief who brokered the deal must’ve been on the verge of tears, this has proven an excellent deal for all parties. The asset management firm gained exposure in Europe’s premier club competition, and Spurs generated additional revenue from existing assets.
Now their new kit manufacturer is the latest indication that Spurs are looking to change the status quo. Not content with the Nikes, Pumas and Adidases of this world, Spurs have signed a five year deal with Under Armour.
Although a relative newcomer to these shores (they’ve manufactured Welsh Rugby Union shirts since 2008), Under Armour is a powerful competitor for the traditional kit big boys. The company has a strong reputation for innovative solutions in sports across the pond (they recently launched an NFL shirt that monitors the wearer’s heart rate and core body temperature), and this reputation tallies nicely with Spurs’ own attempts to alter the Premier League sponsorship model.
Whether the Spurs kit deal proves a beachhead for further Under Armour forays into the Premier League remains to be seen. One thing is for certain; Spurs have shown that clubs no longer need be at the behest of the established players in the sponsorship market. This should open up new revenue streams for clubs, and give some new brands a piece of the Premier League pie.
Steve Sandsmith
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