Tottenham visit to Japan has helped seal £51m off-pitch deal

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Tottenham are set to reap the rewards of their commercial drive in East Asia in recent years.

Thanks largely to the popularity of captain Son Heung-Min, Spurs’ popularity in the region has skyrocketed over the last decade.

It is believed that the North London club have a greater following in the region than any other Premier League side, so it was therefore no surprise to see them visit once again in pre-season.

Ange Postecoglou, who has managed in Japan, oversaw his team’s 3-2 over Vissel Kobe in Tokyo, as well as a 5-3 win over a K League all-star side and a 2-1 defeat to Bayern Munich in Seoul, South Korea.

Top European clubs can earn as much as £10m from a pre-season tour in the modern era, with that figure comprised of promoter fees, ticket proceeds, merchandise sales and other activities.

However, there are a number of other intangible benefits that come with raising the profile of the Spurs brand in a huge commercial market.

Spurs, who generated £228m in commercial income at the last count, are well aware of this.

And other clubs may have Tottenham to thank as a result of the latest football business news coming from the region.

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New commercial deal struck; Spurs to benefit

The value of the Premier League’s domestic TV deal has plateaued somewhat in recent years, but that has been offset by the rise in the overseas rights.

Spurs generated £204m in media income in 2022-23, and around half of that came from the non-UK rights.

The United States is the fastest growing individual market for the Premier League, hence why clubs visit the nation in their drovers during pre-season.

But the East Asia region is not too far behind in terms of the overall value of the rights.

Now, as reported by Sport Business, the Premier League have struck a new deal the broadcaster U-Next in Japan, who are taking over SpoTV, who ended their deal a year early.

No figures for the deal have been reported, but the previous arrangement was worth £17m per year.

It is safe to assume that the partnership will have been agreed at roughly the same value, meaning it will be worth £51m over the course of the three-year deal.

Spurs will benefit directly from the deal in financial terms, as well as increasing and nurturing their following in East Asia.

TBR Analysis: How can Tottenham capitalise on their growing following in East Asia?

Speaking exclusively to TBR recently, football finance expert Kieran Maguire suggested that Spurs’ following in East Asia is due to Son, not the club itself.

Spurs have done an excellent job of capitalising on the interest but there have always been fears that when Son, 32, leaves the club, it will lead to a dramatic drop-off.

Fluid fandom, where supporters’ loyalty belongs to players rather than clubs, is the driving force in the commercial landscape at present and Spurs are well aware.

It is therefore easy to see why Tottenham have signed another South Korean in 18-year-old winger Yang Min-Hyeok, besides the fact that he is an upcoming talent.

As well as maintaining their media presence in the region, the club are attempting to ensure continued fan engagement with their club specifically.