South Korean furniture firm Sidiz has triggered an early termination clause and will leave at the end of October 2026, cutting short a deal originally due to run until 2028.
Sidiz supplied seating at the training ground and in the stadium press auditorium (including the chairs used for De Zerbi’s press conferences). Branding and furniture are expected to be removed.
The deal is described as lower-tier and worth millions, though the exact figure has not been disclosed. Tottenham have not yet commented.
Kumho Tyre, the official tyre partner since 2016, ended its long-running association at the end of the 2025/26 season. That was the second sponsor departure from N17; however, a third is in the pipeline.
AIA remains the front-of-shirt sponsor through the end of 2026/27. From July 2027, it switches to a less valuable global training-kit role (reportedly dropping from around £40m a year to £10-15m) that runs until 2032.
That leaves Tottenham in need of a new principal shirt sponsor.
Where does that leave us?
Independent valuations put Tottenham’s fair-market sponsorship value down by nearly £20m over two years after consecutive 17th-place finishes and no European football. Front-of-shirt value has fallen sharply, and stadium naming-rights estimates are now around £11m a year.
The club has signed eight new deals this season plus renewals with Cadbury and Hewlett Packard Enterprise, offsetting some of the losses.
The timing coincides with a poor start to the 2026/27 Premier League season (bottom of the table, no wins) under Roberto De Zerbi after heavy summer spending. That on-pitch form is being cited as the backdrop to the commercial pressure.
Unkind voices will also cite two previous back-to-back relegation scraps as being heavily in the mix. Sponsors want to be associated with success, not struggles.
All in all, one gets the sense the candle is lit at both ends, and that it is the football that is eating away at the business!
'That leaves Tottenham in need of a new principal shirt sponsor.'
That's cool, an opportunity to finally rid the home shirt of fucking red!!
The only way to get ENIC to listen, is to hit them where it hurts! Not in the balls in their case. When we started “splashing cash” I genuinely thought change was in the offing. But alarm bells started ringing when we made no attempt to retain the services of Palhinha, despite the player wanting to stay. Savio was someone Spurs have been “tracking” for some time. But ask any City supporter what they think. Magnificent deal for them. A player they paid €18M to one of their “feeder” clubs within the city group.
Where were the goals going to come from?? It’s like playing chess without a Queen. What was worse was selling Lankshear to Boro, and he’s happily banging them in. Right Charlie is not the answer, and RDZ was in my opinion right to call out his attitude, and negativity upon the dressing room.
The stats say we spent £300M+. The reality is that the net spend is £100M.
We’ve lost that already.
IF RDZ wants to build a “team ethic” he must integrate some of the academy players, who can play attacking football, and know where the goal is. Solwanky is NOT the answer, nor is Tel ( who should be nowhere near the team) To put it succinctly:
“There’s been a bit of a fcuk up” again!!