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Kieran Maguire blames Daniel Levy for failed Tottenham deal
Daniel Levy’s high asking price is the reason Tottenham have failed to find a naming rights deal for their new stadium.
That is the opinion of finance expert Kieran Maguire, who spoke exclusively to Football Insider about why Spurs have struggled to get a stadium deal over the line.
During an interview with Bloomberg (21 September) Tottenham chairman Levy stated that the club are “not as tied” to finding a naming rights partner as they were when the new stadium was built.
The North London side moved into their new home in 2019, but four years on the venue is still named the Tottenham Hotspur Stadium.
Spurs held talks with multiple parties over a naming rights deal, including Google, but the Premier League outfit have failed to reach an agreement.
Maguire believes Levy’s ‘tough’ negotiating tactics are the driving factor behind a deal not being struck.
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“I think this is to do with Daniel Levy’s asking price,” Maguire told Football Insider’s Sean Fisher.
“Sir Alex Ferguson famously said that negotiating with Daniel Levy was more painful than having his hip replaced and that does appear to be a common theme.
“Levy is a tough negotiator – he’s fair, but he’s tough.
“From the perspective of sponsors, the price that’s being demanded and perhaps the length of the deal has not been to their satisfaction,
“The club will want to lock somebody in for a long period of time.
“Sponsors will have looked at their overall budgets and felt that the money could be spent better elsewhere, especially as we’re now three or four seasons into the new stadium and therefore the naming rights become a bolted-on name.
“It makes it more difficult the longer you wait because you have a name that becomes irreplaceable.
“You’ve only got to look at places such as Coventry and Bolton Wanderers who have been through a myriad of names with ever-decreasing circles of financial benefits to the club.“
In other news, Kieran Maguire impressed by Levy ‘masterplan’ at Tottenham after NFL update