The new Tottenham hierarchy, headed by CEO Vinai Venkatesham, are expected to follow an interesting approach to finding sponsors for their stadium.Spurs moved into their new billion-pound stadium back in April of 2019, but the club still have not found a naming rights partner for the venue.Reports over recent months have claimed that Tottenham have had conversations with Amazon, Google, and DHL regarding a long-term deal.Some sources previously claimed that Daniel Levy had already rejected multiple naming rights offers, but it has been suggested over recent weeks that Levy’s exit may pave the way for Spurs to finally find a naming rights partner.Photo by SpursWebTottenham are seeking multiple different sponsors for their stadiumSportBusiness have now revealed that rather than seeking one naming rights partner for the whole venue, Spurs initially plan to have a tie-up with multiple different brands.It is explained that we saw the club take their first step towards that model when it announced that Sports Illustrated agreed to sponsor the East Stand of the Tottenham Hotspur Stadium in a 12-year deal.The report explains that the North London club now plan to have similar sponsorship deals in place for all four stands within 18-24 months before turning their attention to seeking a full naming rights partner.Speaking to the outlet, Tottenham’s chief revenue officer Ryan Norys said:“We’re identifying how we authentically integrate brands into these spaces without taking away from the design, the architecture… You don’t want it to become a billboard.”Expert questions Spurs’ approach to stadium sponsorshipTBR Football relay the above report and explain that Tottenham have been inspired by the MetLife Stadium’s approach, with the venue having an umbrella naming rights deal that works in tandem with four gate partners.However, the website spoke to the CEO of commercial consultancy BDS Sponsorship, Richard Busby, who suggested that a potential naming rights partner might demand exclusivity, which Spurs may not be able to offer if they take this approach.Busby told TBR: “Having a number of primary partners below a title sponsor is nothing new, but four is quite a low number. It’s normal to go for between six and eight – and sometimes more.“The problem will come if they are negotiating with primary sponsors in the consumer, tech or high net worth areas, as that will make it very difficult to get a stadium naming rights deal from any of those sectors.“Naming rights and primary sponsors will all expect category exclusivity. A cardinal rule of sponsorship is to sell the top of the pyramid first and then primary sponsors afterwards.”READ MORE: Gary Neville admits he has changed his mind about one Tottenham Hotspur starThe post Tottenham set to follow unique MetLife Stadium strategy to acquire naming rights appeared first on Spurs Web.