Tottenham hire former Man Utd quartet behind huge deals to help club make millions

Tottenham Hotspur have engaged the services of a commercial advisory firm created by four former Manchester United executives.

Former CEO of United’s alliances and partnerships, Victoria Timpson, along with other former executives at the Old Trafford club, including Ali Edge, Tom Liston-Jones and United’s former commercial director Florence Lafaye have joined forces to found Altius8 with the backing of global consulting giant Teneo, who have invested in the start-up.

Spurs have become the first clients of Altius8 as the club looks to ramp up its commercial activity to raise revenues to allow the club to continue to invest sustainably in the on-pitch affairs to better equip them to challenge for honours on a regular basis.

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The executives running Altius8, some of who were impacted by the jobs cull implemented by United co-owner Sir Jim Ratcliffe, have enormous industry experience and had played a part in some of the club’s biggest commercial deals in recent years, such as the front-of-shirt partnerships with TeamViewer and Snapdragon.

The decision to bring on board an external firm is designed to aid and support the existing commercial structure at Tottenham, with the aim being to try and raise revenues across the sponsorship inventory in a similar way that was achieved at Manchester United, where commercial revenues year-on-year despite the club’s prolonged lack of competitive success.

One of the main pieces of sponsorship inventory that Altius8’s 20-strong team will look to support on will be the sale of stadium naming rights for the Tottenham Hotspur Stadium, something that has been available since the venue was built in 2019 but where Spurs chairman Daniel Levy has not been able to nail down the kind of value he feels it is worthy of.

Through tapping into additional industry expertise, and with a team that has pre-existing knowledge of the Premier League commercial landscape and strong relationships with global brands, it is hoped that the club will be able to grow commercial revenue significantly.

Spurs aren’t the first club to bring on board external support for the commercial team, with Everton having engaged the services of US company Elevate Sports Ventures back in late 2022 as they started the process of seeking a stadium naming rights partner for their new 52,888-seater stadium on the banks of the River Mersey, which is now known as the Hill Dickinson Stadium.

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