According to British media, Sidiz, a Korean furniture company and chair supplier for Tottenham, has activated an early contract termination clause. The agreement between the two sides will end at the end of October, earlier than the initial deadline.
Sidiz became the second sponsor to leave Tottenham in the past 6 months. Previously, Kumho Tyre ended a long-term partnership with Spurs at the end of last season.
Tottenham signed Sidiz nearly 2 years ago. The agreement is said to be valid until 2028, with a value of millions of pounds. From the end of October, the Sidiz brand will be removed from the training ground as well as the press conference room at the Tottenham Hotspur stadium.
This development takes place in the context that Tottenham is going through a difficult period on the pitch. De Zerbi's team is at the bottom of the Premier League table after a disappointing start, while the previous two seasons both finished in 17th place.
The decline in form also entails commercial impacts. According to The Sponsor, the estimated value of sponsorship contracts for Tottenham jerseys has decreased sharply in the past 3 years. From £49.3 million in 2024, this figure has dropped to £29.8 million in the 2026 valuation.
This decline is mainly related to on-field performance, the departure of Harry Kane and Son Heung-min, and Tottenham not regularly appearing in European arenas.
However, Tottenham still possesses great attraction with commercial partners thanks to their fan base, facilities and global recognition. They currently have 8 new sponsorship contracts this season, in addition to renewal agreements with Cadbury and Hewlett Packard Enterprise.
Another change will also happen with AIA. The main sponsorship contract on the current jersey is worth about 40 million pounds per year and lasts until the end of this season. From July 2027, AIA will become a global training partner, with a logo appearing on training uniforms. The value of the new agreement is said to be about 10-15 million pounds per year.
That means Tottenham will lose a significant portion of revenue from AIA, as the new deal is much lower than the current jersey sponsorship contract. Insufficient performance makes the club even more pressured to compensate for this shortfall.
In that context, the pressure on De Zerbi comes not only from the results. Tottenham has invested more than 300 million pounds in the summer transfer market, but they are still at the bottom of the table after unstable performances.
In the opposite direction, Tottenham's ownership structure may also change. Capital Eight Sports is still pursuing a plan to buy 24.99% of ENIC shares held by Daniel Levy. Negotiations have been delayed, but related parties expect the deal to progress in the near future.
The Lewis family, owner of Tottenham, recently poured an additional 120 million pounds into the club, thereby diluting Levy's ownership ratio from 27.38% to about 25%.
Tottenham is facing many changes at the same time. On the field, De Zerbi needs to quickly improve the results and team operations. Off the field, the club must maintain its commercial appeal in the context that some major contracts are changing or ending.
