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A general view of the outside of the stadium as fans arrive (©Henry Browne/Getty Images)

A general view of the outside of the stadium as fans arrive (©Henry Browne/Getty Images)

Others google their stadiums, Tottenham's will be bought by Google itself

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Reading Time: 1min | Tue. 11.10.22. | 10:22

The Spurs are in meaningful talks with the digital giants over naming rights for the stadium

The epic Spurs' old stadium, White Hart Lane, had gone into legend, making space for the new, a £1billion state-of-the-art stadium built on top of the old one.

Years have passed since, but a "naming-rights deal" with the "right brand, on the right money", as chairman Daniel Levy suggested in 2019, still hasn't been struck.

🚨 Google are in talks with Tottenham over a deal for the naming rights of their new stadium.

(Source: @David_Ornstein) pic.twitter.com/jq8rKnvcAH
— Transfer News Live (@DeadlineDayLive) October 10, 2022

However, according to The Athletic, Tottenham are in "meaningful talks with Google over naming rights for the 62,850-capacity stadium."

Google, one of the most valuable companies in the world, has struck a number of sports partnerships in recent years. In March, the McLaren Racing Formula 1 team signed Google to its sponsorship portfolio in a multi-year deal, while the tech giant also has commercial agreements with the NBA and the MLB in the United States.

The club's average annual turnover is the fifth-best in the Premier League and Spurs already have lucrative long-term arrangements with its main shirt sponsor AIA, kit supplier Nike, plus a sleeve partnership with online car seller Cinch. But striking a naming-rights deal would boost their coffers further at a time when they continue to make solid progress on the pitch under Antonio Conte.

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