Alex Scotcher set to join Tottenham as commercial director.
Tottenham Hotspur have signaled their intent to finally secure a naming rights partner for their £1bn stadium by appointing Alex Scotcher as commercial director, a move that directly addresses one of Daniel Levy‘s most glaring failures during his tenure as chairman.
Scotcher will join Spurs in January from sports consultancy firm Elevate, where he played a crucial role in securing Everton’s landmark £100m deal with Hill Dickinson earlier this year.
That agreement, worth £10m annually over a decade, stands as one of Europe’s largest stadium naming rights partnerships and provides the blueprint for what Tottenham’s Lewis family owners hope to replicate.
Tottenham Hotspur Stadium alex scotcher
Tottenham Hotspur Stadium (via TripAdvisor)
The appointment represents a significant shift in approach for a club that has missed out on over £60m in potential revenue since their state-of-the-art stadium opened in April 2019.
Levy’s failure to land a naming rights deal stemmed from setting unrealistic expectations, initially demanding a world record £25m annually for a 15-year commitment that would have totaled £375m.
Scotcher’s success at Everton came from repositioning the venue beyond traditional football stadium parameters. Speaking about the Hill Dickinson deal, he explained (h/t The Telegraph):
“When we talk about what that venue was and how we took it to market, it was [positioned as] a sports and entertainment destination where Premier League football was on the menu. We talked about it less as a football stadium, and more about a fully programmed 365 sports and entertainment destination.”
This strategy opened conversations with brands outside the typical football sponsorship space. Hill Dickinson, a Liverpool-headquartered international law firm, saw value beyond pure brand exposure. Scotcher noted:
“A large number of people that work at Hill Dickinson live and exist and have their communities within the city of Liverpool and Merseyside. So there was a commitment to the city and the region that was so important to them.”
Before Elevate, Scotcher spent almost four years at Roma as director of global partnerships and chief commercial officer, giving him extensive experience navigating complex commercial landscapes in elite European football.
What This Means for Spurs
Scotcher will report to chief revenue officer Ryan Norys and is expected to deploy similar tactics in North London. Tottenham’s venue offers even more versatility than Everton’s, hosting NFL games, major concerts, and boxing events alongside Premier League football.
#Tottenham owners are eyeing a new stadium sponsor by appointing man behind Everton deal.
Incoming commercial director, Alex Scotcher, was part of firm which helped Everton agree lucrative “Hill Dickinson” naming rights partnership.
[@Matt_Law_DT] 🥇 pic.twitter.com/zHmrji9UDC
— Tottenham Tiers (@TottenhamTiers) December 4, 2025
The Lewis family’s decision to bring in someone with Scotcher’s track record suggests they’ve abandoned Levy’s inflated valuation approach. While Tottenham would naturally expect to command more than Everton’s £10m annually given their location and global profile, a realistic deal in the £12m-£15m range would still generate substantial revenue moving forward.
Scotcher is also currently working with Valencia to secure naming rights for their New Mestalla stadium, demonstrating his ability to handle multiple high-profile projects simultaneously.
The Lewis family have made clear their priority remains sporting success, but Scotcher’s appointment indicates they understand that maximizing commercial revenue is essential to competing at the highest level.
Six years of lost income cannot be recovered, but Tottenham finally have the right person to ensure their world-class stadium generates the returns it should have been delivering all along.