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Gold standard ground boosts Tottenham's income

The gold standard in European football grounds is the Tottenham Hotspur stadium in north London, a £1bn construction project completed in 2019. Its impact on the club’s finances has become increasingly clear as the effects of the pandemic have faded.

Previously, the average fan would spend less than £2 inside the ground on a typical match day, but now that figure is about £16, thanks to new facilities including the longest bar in Europe and an on-site microbrewery. Capacity has gone up from 36,000 at the club’s previous home of White Hart Lane to 62,000. 

The new stadium — built on land adjacent to White Hart Lane — has opened the door to a broad range of other events that have helped to push commercial income up from €117mn in 2018 to €215mn in 2022. Last year, Tottenham hosted US singer Beyoncé for five nights on her global Renaissance tour, two NFL matches, as well as rugby games and heavyweight boxing bouts. 

Money brought in from football has gone up too. Match day income is up from €85mn in 2018 to €125mn last season, according to Deloitte, partially due to the addition of premium hospitality such as The H Club offering private members cuisine from celebrity chefs and The Vault, a place where they can store their whisky and fine wines.

At Tottenham, hospitality guests now account for about 13 per cent of those attending matches, partly due to rising demand from wealthy people keen to enjoy a premium match experience rather than corporate clients. 

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