Tottenham and Chelsea raise stakes on naming rights

Tottenham Hotspur and London rivals Chelsea put the issue of stadium naming rights on the agenda last week after both clubs revealed plans to tap the sponsorship market in their bid to compete.

"It's suddenly now two (Premier League) clubs in London looking for naming-rights partners and potential sponsors have got a choice. They've got two very different propositions," said Tottenham's executive director Paul Barber.

Chelsea's new chief executive Ron Gourlay said his club were also considering selling naming rights to Stamford Bridge if the present ground name was part of the new one.

British media said the club were hoping to raise £10m a year from a 10-15 year naming rights agreement.

Naming rights are common in the US where they have long been a source of finance for stadiums but only a few Premier League clubs have sold off their ground name.

"In the UK, with the exception of (Arsenal's) Emirates and one or two smaller projects it's pretty unusual," said Barber.

"Chelsea's announcement has created a lot more interest."

Tottenham's North London rivals moved from Highbury to their 60,355-seat Emirates Stadium in 2006, at a cost of £390 million. Spurs hope a new stadium will at last help them compete on and off the pitch.

"Not every stadium in the UK is as famous as White Hart Lane or Stamford Bridge. But it (selling the name) will become more common and will be an increasing source of income. There are only so many ways you can drive new revenue.

"The great thing the Premier League gives you is the enormous exposure which is a phenomenal platform for any brand," Barber said at the Spurs training ground.

"One of the reasons we've spent a lot of time in the Middle East and Far East is there are so many brands emerging... not as famous as perhaps their competitors in Europe and the States but looking for ways of making themselves famous very quickly.

"Premier league football - whether you are a shirt sponsor or a stadium sponsor - gives you that opportunity."