The Tottenham Hotspur Stadium is among the most lucrative sports venues in the world and, since the ribbon-cutting ceremony in 2019, has been ordained as a potential theatre for the Super Bowl.
Spurs’ relationship with the NFL is worth in the region of £10m annually, with the stadium the officially-designated home of American football in Europe.
Many commentators in the sports business sphere have even tipped Tottenham to one day host a permanent NFL franchise, as former chairman Daniel Levy foreshadowed almost a decade ago.
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Last Sunday, the Minnesota Vikings beat Cleveland Browns in the latest instalment of the London Games in N17, whose 2025 edition will be rounded off this Sunday when the Denver Broncos face New York Jets.
For Spurs the football club, they get a rental fee and slice of catering receipts, each of which are worth seven figures per NFL matchday. The brand exposure that the club also gets goes a long way in negotiations with sponsors. In total, they earned £55m from non-football events last year, which was part of wider commercial income of £251m.
Under ENIC’s self-sufficient model, the money is reinvested in the club, fortifying the budget available to Thomas Frank and his colleagues in the sporting department.
Tottenham Hotspur squad cost vs revenue infographic with TBR Football logo
Tottenham Hotspur squad cost vs revenue Credit: Adam Williams/TBR Football/GRV Media
And given that Tottenham have now been granted a license to double the number of non-football matches they are allowed to host per season, the size of that bounty is only going to increase.
However, the biggest and most lucrative event could be yet to come.
Spurs won’t host the Super Bowl, says Kieran Maguire
The Tottenham Hotspur Stadium has often been mooted as a possible destination for the first Super Bowl outside of the United States.
The Super Bowl, the showpiece finale of the NFL season, is one of the most glamorous and lucrative sporting events on earth, with some studies showing an economic impact of up to £1bn for host cities.
And with the NFL dedicated to expanding their sport globally, commissioner Roger Goodell and dozens of other high-ranking executives from American franchises have suggested taking it overseas.
Former Super Bowl champion Ndamukong Suh has become the latest to predict that Spurs could host the event given that theirs is the only purpose-built NFL stadium outside the US.
However, Kieran Maguire, football finance lecturer at Liverpool University, is sceptical.
In exclusive conversation withTBR Football, the Price of Football podcast host said: “Never say never in the world of sports business, but is there anything more American than the Superbowl?
An aerial view of the Tottenham Hotspur Stadium
Photo by Ryan Pierse/Getty Images
“From a cultural and national pride point of view, transferring that to London could lead to a huge backlash, so they’d have to sound out their fans.
“NFL fans aren’t as resistant to commercial-motivated moves like this as European football supporters are, but how would ma and pa in Wisconsin feel about the Superbowl being taken elsewhere?
“Then, there are time difference issues because it would have to take place at an appropriate time for a US audience. Does that mean a midnight start in London? There would be logistical issues.
“At the same time, I wouldn’t rule it out. NFL want to expand the sport globally. The NFL are big admirers of the Premier League and they see the partnership with Spurs as a means to an end.
“However, I don’t think there will be much desire for it given that they are already making a fortune from the agreement as it already exists.”
Spurs have new financial competition as Arsenal expand Emirates Stadium
As the Tottenham Hotspur Stadium has the license to be the home of the NFL until 2030 and the only arena designed with its spec in mind, they can be confident of retaining their UK monopoly in the sport.
However, for other non-football events – such as concerts or combat sports, which also earn the club millions annually – it is not as straightforward.
Nearby, Arsenal’s Emirates Stadium has increased the number of gigs it hosts. And this week, it emerged that they are forging ahead with plans to expand their home ground to around 70,000.
Updated chart showing the matchday incomes and stadium capacities of top English clubs
Matchday income and stadium capacities chart Credit: Adam Williams/TBR Football/GRV Media
That will increase their leverage when promoters weigh up possible destinations in North London.
And while it will likely be at least five years until the Emirates 2.0 is fully up and running, Spurs will be figuring out what they can do to retain top spot.