Sponsors consider ditching Tottenham amid 'catastophic' relegation fears

Martin Macdonald

• 17 Feb 2026 06:15 CST
• 4 min read

Nieuws

Sponsors and companies with links to Tottenham are considering not renewing their deals with the club amid the relegation battle Spurs find themselves in.

At the moment, the North London side are 16th in the table, just five points adrift of the bottom three. They are without a win in their last seven Premier League matches and the final straw for former manager Thomas Frank came after a 2-1 home defeat against Newcastle a week ago.

A couple of days later, former Juventus boss Igor Tudor was brought in as a firefighter.

“It is an honour to join this club at an important moment," Tudor said

“I understand the responsibility I have been handed and my focus is clear. To bring greater consistency to our performances and compete with conviction in every match.

“There is strong quality in this playing squad, and my job is to organise it, energise it and improve our results quickly.”

With a squad decimated by injuries, a manager sacked and players severely lacking in confidence, Spurs are undoubtedly in a battle to avoid the drop.

It is this downturn in fortunes that has led some sponsors to consider their relationship with the club.

A source told The Telegraph: "Some companies are seeing relegation as a realistic possibility and are already reviewing their contracts. It already seems clear that some deliverables, such as European qualification, will not be feasible, but the biggest fear is relegation.”

The outlet reports that at least one of Spurs' prominent sponsors is considering not renewing their deal at the end of the current season.

The Club has taken the decision to make a change in the Men’s Head Coach position and Thomas Frank will leave today.

Thomas was appointed in June 2025, and we have been determined to give him the time and support needed to build for the future together.

However, results and… pic.twitter.com/mo82TaAXts

— Tottenham Hotspur (@SpursOfficial) February 11, 2026

Whether or not Spurs survive relegation, they will still face a loss in the "tens of millions" from not qualifying for Europe at the end of the campaign. At the moment, the only hope they have of securing European football next season is to win the Champions League.

Tottenham's new stadium cost around £1 billion and the club have been hunting for a while for a lucrative name sponsor for that stadium and relegation would certainly impact that kind of deal.

A Tottenham spokesperson said: “We don’t disclose the commercial terms of our agreements with partners, this approach to confidentiality is standard in most industries.”

The Telegraph argues that Tottenham squad is lacking in the star power to attract big sponsors. Players like Harry Kane and Heung-min Son, household names, are no longer at the club.

Spurs' main shirt sponsor is AIA and that is worth around £40m a year but that will run out at the conclusion at the 2026/27 campaign and there has been no announcement about a replacement sponsor. From 2027, AIA will act as a training shirt sponsor only for £15m a year.

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