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Tottenham owners eye new stadium sponsor by appointing man behind Eve…
archived 4 Dec 2025 10:30:52 UTC
appointing man behind Everton deal
Exclusive: Incoming commercial director was part of firm which helped Everton agree lucrative Hill Dickinson naming rights partnership
Matt Law Football News Correspondent
Tottenham Hotspur have missed out on substantial revenue, without a naming rights partner since moving into their new stadium in April 2019 Credit: Shutterstock/Vince Mignott
Tottenham Hotspur’s Lewis family owners have given a clear signal that they plan to end the club’s long wait to find a lucrative naming rights sponsor for their £1bn stadium.
Failure to land a naming rights deal for the Spurs stadium that opened over six years ago was one of the major criticisms of former chairman Daniel Levy, who the Lewis family seized full control from in September.
As part of the sweeping behind-the-scenes changes instigated by the Lewis family, Telegraph Sport can reveal that Alex Scotcher will start as the club’s new commercial director in January, having worked on naming rights deals for Everton and Valencia.
Scotcher is joining Spurs from sports and entertainment consultancy firm Elevate, where he was senior vice-president of global partnerships for over three years. Before that, Scotcher spent almost four years at Serie A club Roma, where he was director of global partnerships and chief commercial officer.
It is Scotcher’s most recent work at Elevate that will be of particular interest to Tottenham fans and is key to the club’s long search for a naming rights partner for the club’s state-of-the-art stadium.
Everton’s sponsorship deal was claimed to be one of the largest stadium naming rights agreements in Europe Credit: Getty Images/Carl Recine
US-based Elevate were appointed by Everton as sponsorship sales agency for the club’s £750m stadium and in May, Hill Dickinson were announced as the naming rights partner in a deal reportedly worth £10m-a-year over the next decade.
In August, it was announced that Valencia had hired Elevate to find a naming rights partner for the Spaniard’s ‘New Mestalla’ stadium. Scotcher was quoted on the club’s website, saying: “Our team will bring global vision, world-class data and strategy to ensure this stadium finds a brand partner that matches its scale and ambition. Following our recent work securing the naming rights to the Hill Dickinson stadium for Everton, we will deploy our global expertise alongside local integration to help find the right brand partner for the future of the New Mestalla.”
Speaking about Everton’s Hill Dickinson deal, Scotcher said: “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.
“But we’ve also got major touring artists, a 20,000-person capacity fan plaza in one of Europe’s most exciting, vibrant, burgeoning cities.
“We talked about it less as a football stadium, and more about a fully programmed 365 sports and entertainment destination. I think that meant that the conversations we had with brands and the stakeholders on the brand side were slightly different from who we’d typically engage with if we were representing a football club or pure footballing assets.”
Tottenham’s failure to land a naming rights deal for the club’s stadium that opened in 2019 has been blamed on Levy setting the price too high. Telegraph Sport reported that Levy had initially wanted a world record naming rights deal worth £25m-a-year for a 15-year commitment that would have earned Spurs £375m.
That proved impossible, even after Tottenham appointed Todd Kline as the club’s first chief commercial officer. Kline had helped the Miami Dolphins land an 18-year naming rights deal for their stadium worth a reported £180m, but resigned three years later to join London rivals Chelsea with Spurs’ stadium naming rights unresolved.
Given Everton’s Hill Dickinson deal is reportedly worth £10m-a-year, Tottenham - who would expect to land a bigger deal - have already missed out on over £60m worth of revenue because of the inability to find a naming rights partner.
Scotcher described the process of identifying Hill Dickinson, an international law firm headquartered in Liverpool, as the perfect stadium partners for Everton by adding: “We felt like the storytelling capability was so good that it was worth some intelligent conversation with the leaders of Hill Dickinson.
“We started that and we systematically worked with their marketing teams, with their leadership, and then that whole process ran all the way through to their partners and their board, providing the business case, the brand growth data and much more.
“Not least of all, it’s their community. 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 and has been so important for years prior as well. That’s a really important part of the story too.”
Scotcher will report to Tottenham’s chief revenue officer Ryan Norys and it is understood that the Lewis family are keen to significantly grow the club’s commercial deals, despite prioritising sustained sporting success on the pitch
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