Daniel Levy, the owner of Tottenham Hotspur, ahead of everyone in England by anticipating the success of the NFL in Europe and signing a 10 year contract to host European matches at his stadium and prevent the huge financial gains from being shared between the London camps.
The move is a mastermind for Levy and for ‘Spurs’, who charge a flat fee to hand over the stadium each year and ensure they receive full revenue from what is consumed inside the stadium. In other words, everything that the more than 120,000 people who pass through the Tottenham Hotspur Stadium during the two annual games buy goes into the coffers of Levy and his team.
To that end, the London club stressed promoting the NFL when the sport left the United States for Great Britain. Change your shop, change the theme and improve the NFL. Instead of finding Harry Kane and Heung-min Son jerseys in every corner, scarves, helmets, balls and the names Kyle Pitts of the Atlanta Falcons and Zach Wilson of the New York Jets are more mundane.
It is estimated that around 90% of the shop is dedicated to the NFL and another 10% to Tottenham on football days in London.
To this we must add the sponsors who have elevated Tottenham above any other English team and who have had their echoes in the United States, where ‘Spurs, by the way, have won the International Cup in 2018. Their stadium is the only one in England that has appeared. in the video game ‘Madden 22’ and just two weeks ago, in preparation for the London game, two Tottenham fixtures were added.
This allowed Tottenham to spread their brand across America at a level that other clubs could not or would not deem worthy of their time. In its purest economy, the NFL allows ‘Spurs’ to monetize encounters in ways that are unthinkable and impossible in the Premier League.
The ‘anti-hooligan’ regulations of the UK competition prevent alcoholic beverages from being consumed during football matches, but not in any of the NFL, as well as in other sports in the UK, where the sound of a bottle not being closed is often heard between Wimbledon Points, for example.
While in the Premier you can only drink at halftime, and only outside the stands, in the NFL this is not the case and the revenue from the sale of beer and food, the value of which during an NFL game can exceed a million pounds, is taken entirely by the club.
So no wonder, when Levy saw the potential of the sport, he immediately did it. And he signed a deal with the NFL in 2017, ten years after the first game in London in 2007. Since then 30 have been played in the British capital.
But Levy has a platform to build on, a new stadium that offers mechanics and tools that even Wembley, the field that has seen the most NFL games in London, doesn’t have.
Since its construction, it has been interpreted that it will be dedicated not only to football, but also to the world of entertainment, with concerts, boxing nights, such as the recent fight between Anthony Joshua and Oleksandr Usyk and, above all, the NFL.
At Wembley, the turf used for football and soccer is the same, leaving behind the unfortunate scene of the 2018 game between Manchester City and Tottenham with the pitch completely level and the NFL lines still visible. This was accounted for at the new Tottenham Hotspur Stadium, so a mechanism capable of swapping the natural grass on which football is played for artificial grass was implemented.
The artificial one awaits 1.6 meters below the natural one, which is divided into three parts and stored, thanks to the work of 204 electric motors, under the south stand. It only takes 25 minutes, leaving the field ready for play to start and without damaging the natural turf.
Tottenham’s involvement did not end here, but they also reached an agreement with the NFL to set up an American football academy in North London, aimed at boys between the ages of 16 and 18 who wish to combine education with an intensive training program with professional coaches.
In total, it is estimated that the economic impact of the NFL in London exceeds 300 million pounds (334 million euros) and it is therefore not surprising that other cities, especially Germany and France, have turned their attention to the sport. With ambitions of hosting up to four games a year beyond the borders of the United States, the race is starting to see who can catch the goose that lays the NFL golden egg, which Daniel Levy saw four years ago.
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