Tottenham Hotspur have reportedly lost another commercial partner after Sidiz ended its sponsorship agreement, following Kumho Tyre’s departure and ahead of AIA’s move away from the front of Spurs’ shirts.
Sidiz became Tottenham’s official furniture manufacturing partner in November 2024 as part of a wider agreement with the Fursys Group. The partnership covered both the men’s and women’s teams and resulted in the company supplying furniture for the club’s facilities.
One of the most visible elements of the agreement was Sidiz’s presence inside the press auditoriums at Tottenham Hotspur Stadium and the club’s Hotspur Way training centre. The company provided the chairs managers and players used during press conferences, placing its branding in front of the media and television cameras.
Although the partnership was considered relatively small compared with Tottenham’s principal commercial agreements, it's another bad look following two underperforming seasons in the Premier League.
Tottenham have not commented publicly on the reported termination.
The news follows Kumho Tyre ending its long-running relationship with Spurs. The South Korean tyre manufacturer first partnered with Tottenham in 2016, shortly after the arrival and emergence of Son Heung-min, which helped strengthen the club’s profile throughout Asia.
Kumho subsequently extended the partnership on several occasions and became one of Tottenham’s most recognisable regional sponsors. However, the company ended that association after almost a decade.
Further commercial change is approaching, with AIA as Tottenham’s principal shirt sponsor. The insurance company will remain on the front of the club’s shirts until the conclusion of the 2026/27 season before becoming Spurs’ global training partner from July 2027 until June 2032.
AIA’s current front-of-shirt agreement has reportedly been worth around £40 million per season. Its move to the training kit is expected to leave Tottenham searching for a new principal shirt sponsor to replace a substantial source of annual revenue.
Reports suggest the future training partnership could be worth between £10 million and £15 million per year. If accurate, Spurs may need a new front-of-shirt agreement worth about £25 million to £30 million annually simply to maintain the overall value generated by the existing AIA deal.
The club must also manage these negotiations against the backdrop of difficult performances on the pitch. Tottenham entered the international break at the bottom of the Premier League after collecting only two points from their opening five matches under De Zerbi.
Poor results can potentially weaken a club’s negotiating position, particularly when attempting to secure premium commercial agreements. However, Spurs remain attractive to prospective sponsors, including a global fanbase, one of the world’s leading stadiums, and regular exposure through the Premier League.
The end of the Sidiz partnership is unlikely to create a major financial hole on its own. Nevertheless, when combined with Kumho Tyre’s exit and the forthcoming change to the AIA agreement, it increases the pressure on Tottenham’s commercial department to secure new partners and protect the club’s off-field income.
