tottenham hotspur matchday tour

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Matchday Tours

Nottingham Forest

Tottenham Hotspur Stadium will be converted into concert mode throughout 26 May - 5 August.  Please note that the football pitch will not be visible for any experiences taking place during this period.

• Exclusive access to men's first team areas just hours before kick-off including the home changing room, tunnel, and media mixed zone  
• The chance to sit in the managers seat in the dugout  
• Complimentary match programme  
• Pitch side photo opportunity with the match ball  
• The chance to visit the NFL Away dressing room and Press Auditorium

Think matchday can’t get any better? Think again. With kick-off a few hours away, our Matchday Tour is the ultimate way to get you geared up for the game.

Upcoming fixtures:

7 April - Nottingham Forest

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Stadium Tour

Step behind the scenes at Tottenham Hotspur Stadium and explore the stadium at your own pace with your personal multi-media guide.

Family stadium tour

Take the Family Tottenham Hotspur Tour and go behind the scenes on this self-guided experience and learn about how the stadium has been designed to create one of the best matchday experiences in the world.

Legends Tours

Enjoy the ultimate Spurs fan experience with a fully guided Stadium Tour with a Club Legend. Listen to stories past and present during this unforgettable 2-hour experience

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The ultimate matchday experience at tottenham.

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Have you ever wanted to have the ultimate, authentic, proper Matchday experience at a Premier League stadium for a game? Of course you have, and that is why we are taking you along with us to Tottenham.

[ MORE: How to watch Premier League in USA ]

By clicking play on the video above, we show you everything you need to experience an authentic Premier League matchday at Tottenham Hotspur Stadium. The full list of what we got up to is below.

It’s safe to say we got the proper experience on a drizzly, grey day in north London as Spurs mounted a superb two-goal comeback against Manchester United on April 27 .

[ TRANSFER NEWS: Arsenal | Liverpool | Chelsea | Spurs | Man City | Man United ]

Click play on the video above to watch, and stay tuned as we plan to head to plenty of other Premier League stadiums soon and give you the ultimate matchday experience.

Tottenham Hotspur Stadium - The ultimate matchday experience, top things to do

• Access inside the Spurs home locker room, the Exclusive Tunnel Club Area, the trophy cabinets, walk pitch-side and sit in dugouts
• Fun facts: the pitch is heavier than the Eiffel Tower, the South Stand is the UK’s largest single-tier stand and the grass football pitch splits up into three sections and slides under the South Stand as an NFL turf pitch pops up for the NFL games at Spurs!
• Visit the roof of the stadium as you go on the SkyWalk and take in views across London and over the pitch
• Have a pint in the pub before the game with Beavertown Corner Pin located right next to the stadium
• Look around the incredible club store, which is the biggest club store in Europe!
• Visit the Paul Gascoigne exhibition “The World Of Gazza!!”
• Frequent the incredible food and drink facilities around the stadium (with over 60 available) as beers are poured from the bottom up...
• Visit The Goal Line Bar behind the South Stand - it is the longest bar in Europe at 65 meters long!
• Go to the Beavertown Brewery inside the stadium, which produces over 23,000 pints of beer for every home game

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The Tottenham Hotspur Stadium Tour

Tickets for The Tottenham Hotspur Stadium Tour in London 🎫 Ticket for 1 Adult (16 – 64) 🎫 Ticket for Concession (65+), Student or Senior (65+) All tickets include:

• Admission to the Tottenham Hotspur Stadium Tour
• Admission to the Media Cafe (which is also a stop on the tour)
• A multimedia device

Highlights 🏟️ Walk in the footsteps of your favourite players, with a behind-the-scenes Spurs stadium tour ⚽ Gain insights into how the players prepare on matchday, from the changing room to the dugout and media areas 💡 Uncover pivotal information about Tottenham Hotspur's proud and eventful history using an immersive multimedia device General Info 📅 Date and time: various dates and times available 📍 Location: Tottenham Hotspur Stadium, London 👤 Age requirement: children ages 4 and under enter free of charge ♿ Accessibility: this experience is wheelchair accessible ❓ For this event, all sales are final and tickets can’t be refunded, changed or modified. For more information, please refer to our T&Cs Description Step behind the scenes of north London's futuristic football arena with a Tottenham Hotspur Stadium tour, and walk in the footsteps of heroes. Discover the cutting-edge architectural features that define this award-winning multipurpose venue, immerse yourself in an unrivalled fan experience and gain insight into how players prepare on matchday. Gain exclusive access to the first team areas, the NFL away locker room, and media areas. Get your tickets now for The Tottenham Hotspur Stadium Tour in London!

User reviews

• Shereen S. Nov 2023 Wonderful thank you so much!!
• Sadia P. Jan 2023 Staff were friendly, so energetic and so much fun!
• Mounia L. Oct 2022 Absolutely brilliant day out! Good value for money. The tour lasted about 2 hours.
• Maria F. Jun 2023 Excellent
• Mišel H. Mar 2023 amaziiing loved itttt
• Mel D. Sept 2022 Had an amazing time, staff were fantastic and very helpful, they couldn’t do enough. The whole experience was unbelievable. Would highly recommend it .

How to get there?

Tottenham Hotspur Stadium

782 High Rd, London, N17 0BX

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Tottenham Hotspur Stadium Tour

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Tottenham Hotspur Stadium Tour - All You Need to Know BEFORE You Go (2024)

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#ClubAnnouncement

Financial results – year ended 30 June, 2023

• Total Revenue increased to £549.6m • Profit from Operations (EBITDA) increased to £138.7m • Loss after Tax increased to £86.8m

• Total Revenue for the year increased 24% to £549.6m (2022: £444.0m)

o Match receipts of £117.6m (2022: £106.1m). This is a critical revenue stream for the security of the stadium debt. o UEFA prize money was £56.2m (2022: £10.2m) reflecting the difference between a COVID enforced group stage exit from the Europa Conference League in the prior year and reaching the Champions League Round of 16 in this year. o TV and Media revenues were £148.1m (2022: £144.2m) driven by the new Premier League broadcast deal. The Club finished in eighth position in the Premier League (2022: fourth position). o Commercial revenues from sponsorship, merchandising and other revenues such as third-party events, visitor attractions and Conference and Events, along with the return of a pre-season tour, increased to £227.7m (2022: £183.5m).

• Operating expenses (before football trading) rose 21% to £487.9m (2022: £403.4m) due to increased First Team costs, the hosting of multiple non-football events and cost rises outside of our control such as utilities, rates, consumables and increases in the London Living Wage • Profit from Operations before depreciation, amortisation, player trading, interest and taxation increased to £138.7m (2022: £112.3m) • The loss for the year after depreciation, amortisation, player trading, interest and taxation was £86.8m (2022: £50.1m), reflecting the significant and continued investment in the playing squad • Our net debt at 30 June was £677.4m (2022: £626.1m). Over 90% of our financial borrowings of £851.2m, are at fixed rates, with an average interest rate of 2.79%. The average maturity of all our borrowings is 19.4 years, some of which stretch until 2051 • As with prior years no dividends have been paid

Chairman’s statement

Our turnover has exceeded half a billion pounds for the first time. Whilst UEFA monies contributed, this has also been driven by increased stadium revenues from both football and non-football events and additional revenue streams. This is the impact of our multi-use stadium and what our Board has been focussed on delivering in order to invest in our football in a financially sustainable manner. The absolute priority for our Club is to deliver on-pitch success.

On the Pitch

Men’s First Team

During this period, we reached the Champions League Round of 16. A disappointing second half of the season saw us reach an agreement for the departure of Antonio Conte as Head Coach. We thanked Cristian Stellini and Ryan Mason for overseeing the First Team for the latter part of the season. When Antonio arrived, we were eighth in the Premier League and, despite securing a fourth place finish in the previous season, we finished in eighth position.

During this period the Academy won an unprecedented double, lifting the Under-17 and Under-18 Premier League Cups.

A full review of our footballing functions had already started during this time, and we began to implement changes across several fronts from the Academy through to First Team operations. Outside of this period, Scott Munn joined as Chief Football Officer and, more recently, Johan Lange was appointed as Technical Director. Simon Davies was promoted to Academy Director.

Ange Postecoglou was appointed in June, 2023, along with coaching staff Chris Davies, Mile Jedinak, Rob Burch, Ryan Mason and Matt Wells.

At the end of this financial year we signed James Maddison (who has also been appointed Vice Captain alongside Cristian Romero) and Guglielmo Vicario. Outside of the period we signed Manor Solomon, Ashley Phillips, Micky van de Ven, Alejo Veliz and Brennan Johnson, as well as making permanent the loan signings of Pedro Porro and Dejan Kulusevski. In January, 2024, we welcomed Timo Werner (on loan from RB Leipzig) and Radu Dragusin, with Lucas Bergvall set to join us in the summer. Luka Vuskovic was also signed and will join the Club in 2025.

We recently said goodbye to several important people in the history of the Club. Notably, our record goal scorer Harry Kane transferred to FC Bayern before the start of the 2023/24 season. A product of our Academy system, Harry went on to become one of the greatest players ever to wear our colours. He was an outstanding role model both on and off the pitch during his 19 years with us. He is held in great affection and we wish him every success with his new club. We also said goodbye to our long-serving Club Captain Hugo Lloris, who has recently signed for Los Angeles FC. Hugo played for us for over a decade and was our captain for most of those years. He was a popular figure amongst fans and players alike, and we wish him success in the MLS. Lucas Moura, who will forever be remembered for his Champions League hat-trick versus Ajax in 2019, left us in June for his homeland, signing for Sao Paulo. Eric Dier transferred to FC Bayern after nine-and-a-half years. He joins Harry as a great contributor to our Club both on and off the pitch and we are delighted to be hosting their new club, FC Bayern, for a pre-season friendly at the stadium (10 August, 2024). It will be an opportunity for fans to thank them and bid them farewell. Given these transfers happened outside of the reporting period, they are not reflected in the financial results.

I was immensely proud that Heung-Min Son was appointed Club Captain. Sonny has been at Spurs since the start of the 2015 season and has been a great ambassador for the Club, and is the embodiment of an exemplary Spurs player.

The 2023/24 season, the first under Ange, was always going to be one of building for the future. We have seen progress with the return of exciting, attacking football, even when faced with significant player injuries. We continue to challenge for the highest possible place finish with eight games still to play and hope to bring European football to our home stadium again.

Women’s First Team

Under former Head Coach Rehanne Skinner, Tottenham Hotspur Women had a challenging season. However, they managed to secure Women’s Super League (WSL) status for a fifth season. In a similar fashion to the Men’s team, we started a review of team functions. Since appointing Robert Vilahamn as manager in July, 2023, we have seen some strong performances and progression in the WSL.

Based in dedicated, specialist training facilities at Hotspur Way, we saw the high-profile addition of world-class England international striker Bethany England in January, 2023. Bethany was appointed Club Captain during the summer.

At the end of the financial year, we said goodbye to legendary defender Kerys Harrop, who announced her retirement as a player having broken the all-time WSL appearance record in April, 2023.

Outside of this period, loan signing Grace Clinton became the first-ever current Spur to earn a maiden senior England call-up. Barbora Votikova, Martha Thomas, Olga Ahtinen and Luana Buhler were also recruited while we further strengthened our playing squad in January, 2024, with the additions of experienced China international Shuang Wang along with Matilda Vinberg, Charlotte Grant and Amanda Nilden.

We have ambitions to further grow and invest in our Women’s team and operations, with more games to be hosted at Tottenham Hotspur Stadium in 2024. One of these already scheduled is our FA Cup Semi-Final against Leicester on Sunday 14 April. We are delighted to see our Women’s team reach this stage of the competition and will be cheering them hopefully to their first ever FA Cup Final.

Non-football revenue operations

We are increasingly becoming a hugely popular destination, not just for our football on the pitch, but also through hosting and partnering with events such as the NFL, boxing, rugby and music concerts. We are immensely proud that last summer, Beyonce’s five-night-run on our stage was the highest-grossing concert ever staged by a female artist at the time. We also hosted the Red Hot Chili Peppers and Wizkid.

In February, 2023, with the support and vision of Stefano Domenicali, President and CEO of Formula One Group, we announced a 15-year partnership with F1 and in February, 2024, opened the doors to F1 Drive-London – the first F1 branded electric karting experience in the world, housed under our South Stand.

In September, 2023, we announced the expansion of our partnership with the NFL through to the 2029-2030 NFL Season. As part of the agreement, Tottenham Hotspur Stadium was given official status as the Home of the NFL in the UK. A particular thank you to the NFL Commissioner, Roger Goodell, for his continued support.

It was also a proud moment when Tottenham Hotspur Stadium was chosen – the only London club stadium – as a host venue for Euro 2028. I hope to see many of our own players playing here during the tournament, as well as welcoming even more visitors to N17.

Planning permission has been granted for a 180-room hotel, with approximately 50 private apartments, at the southern end of the stadium campus. Not only will this assist the regeneration of the local area with significant employment opportunities, it will also support our Conference and Events business, major events and be a great addition to the whole match and event day experience.

All of the activities at the stadium are designed to create diversified sources of revenue which can then be invested in our principal core activity, football.

Off the Pitch

To Care is To Do

We are passionate about utilising our new stadium as the spark for the regeneration of N17. We believe sport, music, entertainment and culture can significantly contribute to the uplift, sense of unity and overall welfare and spirit of our community.

A recent Ernst & Young report on the socio-economic impact of the Club’s activities showed that we contribute nearly £900m of gross output to London's economy. We generated £344m Gross Value Added (compared to £120m in 2015) and currently support 3,700 jobs across the Club’s tri-Borough area (Haringey, Enfield and Waltham Forest), with our impact now far exceeding that of our old ground, White Hart Lane.

The Club supported Haringey’s successful bid as Borough of Culture for 2027 and we look forward to delivering a year of cultural activities and creating a lasting legacy in North Tottenham for generations to enjoy.

The London Academy of Excellence Tottenham (LAET) – created, delivered and sponsored by the Club and located at Lilywhite House adjacent to the stadium – continues to go from strength to strength. A-Level results during this period saw 47% of grades either A* or A and 75% A*-B, with nearly three-quarters of students winning places at Russell Group Universities, including a record 21 students receiving Cambridge and Oxford offers.

Providing life-changing opportunities for those living on our doorstep continues to be a driving passion at the Club – two major Jobs Fairs were held at our stadium during this period, with more than 1,700 people attending and an incredible 1,139 job offers being made across the two events. I attended one of these events and it filled me with a huge amount of pride to see our stadium being utilised in this way, speaking to people whose lives were being transformed within our home. In June, 2023, the Club became a member of the Government’s Social Mobility Pledge Consortium, committing to helping more vulnerable people into work.

Speaking of opportunity, one of the most pleasing aspects of the stadium’s positive impact within the local community is the way it has helped to attract partners from beyond the world of sport to broaden the horizons of local young people. A fantastic example during this period is Ambassador Theatre Group (ATG), Britain’s leading theatre company which partnered with us on a pilot of “West End in Tottenham” – offering a series of performing arts workshops to 11-18 year olds with the chance to attend a West End show.

In creating a leading sports, music, entertainment and cultural destination in London, these opportunities will continue to come – as well as the chance to witness and benefit from the major events we are bringing to N17. We gave local residents over 11, 000 complimentary tickets for events during this period’s summer, with 500 tickets alone distributed by the Club to community groups, local projects and residents for Beyonce’s run of concerts in spring 2023. Figures from Haringey Council show an increase in footfall on Tottenham High Road of over 104,000, an increase of 60% on the previous summer, underlining how these events are driving the growth of our local economy.

The Club is proud to have been named the greenest in the Premier League for a fourth successive year, topping the Sport Positive league table once again as we continue on our journey towards becoming net zero by 2040.

We were honoured to be named winner of the Club category in the 2022 Football Reputation Awards by the World Sport Association, in recognition of setting a good example for society, promoting peace, sustainability and healthy living and opposing discrimination, inequality and poverty.

We are proud of all the work we do with our communities – it underpins our commitment to our strongly held values.

Fan Engagement

During this period the Club continued its regular and frequent engagement with representative supporter groups and created the Fan Advisory Board (FAB). Elections were followed by the first FAB meeting which took place in July, 2023. The Supporter Representative Co-chair of the FAB, elected by their fellow Supporter Representatives, is now invited to attend up to four Club Board meetings per year and Chris Paouros joined us for our 14 December, 2023, Board meeting, a historic moment for our Club and fans. The Club has also published and commenced a full Fan Engagement Plan.

I was pleased to meet some of you at the well-attended Fan Forum in September, 2023, and answer questions from fans directly. As a Club we are fully committed to engaging with the widest possible range of stakeholders.

Looking ahead

The Club remains fully compliant with the Premier League Profit and Sustainability Rules (PSR) and is supportive of the enhancement of PSR to ensure the PL remains competitive and sustainable.

We have operated on a financially sustainable basis and can now optimise the true value of key assets, the unrivalled facilities at our multi-use stadium and our training campus which now includes our recently opened ‘Club House’ media centre. Hosting XR stage technology, this is already enhancing the level and quality of our content for fans and will provide additional revenue opportunities.

We expect commercial revenues to rise from third-party events, although this will not compensate for the lack of European football this season. Additionally, as reflected in these results, we expect the impact of rising costs, caused by geo-political events, to continue to impact all areas of our operations.

We are hugely appreciative of the long-term support of our principal partners, AIA and Nike, along with all our other sponsors and partners.

The focus of our commercial operation is also to increase our income from additional sponsorship deals, a key area of future revenue growth and we have reorganised the commercial team to support this.

Our ethos is clear – to be far-sighted and run the Club sustainably. This involves strict control of our cost base, increased commercial and sponsorship revenues and consistent European participation, all of which are key to our ability to continue to invest in the squad and win top honours.

Since opening the stadium in April, 2019, we have invested over £600 million in our Men’s and Women’s First Team squads.

To capitalise on our long-term potential, to continue to invest in the teams and undertake future capital projects, the Club requires a significant increase in its equity base. The Board and its advisors, Rothschild & Co, are in discussions with prospective investors. Any recommended investment proposal would require the support of the Club’s shareholders.

We are immensely grateful to all our colleagues who manage a busy fixture schedule and embrace the new diversified activities at our stadium. It has been both a challenging yet exciting time.

Whilst we are mindful that we are still in the process of rebuilding on the pitch with both our Men’s and our Women’s teams, we should all take the time to enjoy the excitement of matchdays and the spirit of all involved, alongside a commitment to excellence in everything we do. Credit must be given to our Head Coaches, Ange and Robert.

Our thanks go to all of our fans, partners and colleagues for their support, loyalty and passion.

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West Ham vs Tottenham LIVE! Premier League result, match stream and latest updates today

West Ham vs Tottenham - LIVE!

Tottenham’s top-four hopes suffered a blow as they were held to a 1-1 draw by West Ham at the London Stadium. Much has been made of Spurs’ slow starts in recent weeks, but they were in front inside five minutes here, as Timo Werner played the ball across the face of goal and Brennan Johnson, promoted into the starting lineup, provided the finishing touch.

West Ham responded well though and they looked a real threat from a succession of set-pieces, with that unsurprisingly their route back into the match. Jarrod Bowen whipped in a superb delivery from the corner, and captain Kurt Zouma rose highest, turning the ball into the far corner off his back to get West Ham on terms 15 minutes after they had fallen behind.

After the sides went in level at the break, it was the Hammers who started the better after half-time. Michail Antonio forced Guglielmo Vicario into action and the striker then wasted a huge chance to put the home side in front, sending a tame effort straight at the goalkeeper when clean through on goal. Spurs increasingly took control in the final 20 minutes but could not create a clear-cut chance, as they were forced to settle for a draw that leaves them two points behind Aston Villa, who travel to Manchester City on Wednesday night.

West Ham vs Tottenham latest news

Live updates

FT: West Ham 1-1 Tottenham

An insane final minutes, both sides leave themselves open at the back but the succession of counter-attacks break down. Chaos!

It finishes level at the London Stadium. Probably a fair result.

West Ham 1-1 Tottenham

90+3 mins: There was the chance!

Ball falls for Udogie, ten yards out and completely free... shot is straight at Fabianski.

90+2 mins: Not looking like it at the moment.

All very scrappy. Romero allowed to stroll into West Ham territory, finds Richarlison but Paqueta is there to slam the door shut.

90 mins: Four minutes added on.

Will we get one more chance for either side?

89 mins: Bowen denied by Vicario, a couple more shots follow and eventually West Ham have the ball in the net.

Problem is, whistle went about a minute earlier.

Johnson off, Lo Celso on as Spurs make their final change.

87 mins : Bit messy in the box, but Tottenham get it clear.

And they’re quickly on the attack themselves, Hojbjerg’s cross charged down by Coufal. Corner.

Spurs want a penalty for handball, never going to get it.

85 mins: Here we go again.

Bowen not able to get past Van de Ven, but he will be happy with the result of a corner. Up comes Zouma...

82 mins : Two more Tottenham changes.

Hojbjerg and Richarlison on, as Bissouma and Werner make way.

Son pretty fortunate to stay on the pitch, based on his performance so far. He’ll definitely score now...

80 mins: Porro clips a ball into the box, Sarr lurking at the back post and completely free.

Instead Werner flicks it away from his team-mates... and he’s offside too. Not his best intervention.

78 mins: Kudus and Antonio can’t quite combine out wide, ball bobbles out of play.

Still no sign of a chance from West Ham, Moyes sticking with what he has on the pitch.

Sharp turn from Kulusevski, he’s hauled down as he looks to break though. Both sides doing a good job of stopping dangerous moments by any means necessary.

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How to watch tottenham hotspur vs. nottingham forest: live stream, tv channel, start time, share this article.

Tottenham Hotspur (fifth in the Premier League) and Nottingham Forest (17th) face off on the pitch at Tottenham Hotspur Stadium in London on Sunday at 1:00 PM ET on Peacock Premium.

Tottenham ended up with a draw on April 2 against West Ham United, 1-1. Tottenham took one more shot in the matchup, 13 to 12. Tottenham was led by Brennan Johnson, who netted his side’s goal against West Ham.

Nottingham Forest beat Fulham 3-1 at home in its most recent game on April 2, while outshooting Fulham 16 to 15. Chris Wood, Callum Hudson-Odoi and Morgan Anthony Gibbs-White led Nottingham Forest with a goal apiece.

Before this matchup, here’s what you need to prepare for Sunday’s Premier League action.

How to watch Tottenham vs. Nottingham Forest

• Match Day: Sunday, April 7, 2024
• Match Time: 1:00 PM ET
• TV: USA Network
• Stadium: Tottenham Hotspur Stadium
• Live Stream on Fubo:   Watch for free!

Premier League odds and betting lines

Soccer odds courtesy of BetMGM Sportsbook . Odds updated Thursday at 11:26 PM ET. For a full list of sports betting odds, access USA TODAY Sports Betting Scores Odds Hub .

• Tottenham odds: (-250, bet $250 to win $100)
• Nottingham Forest odds: (+604, bet $100 to win $604)
• Draw odds: +413

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Beyonce, NFL and boxing help make Tottenham Hotspur Stadium a cash machine

It has become a common occurrence at Tottenham home games this season, particularly when they win. Tens of thousands of fans who have been in the south stand all afternoon stay long after the final whistle, sometimes long into the night, drinking and singing Ange Postecoglou’s name. There is an expanded concourse called ‘The Marketplace’, and an outdoor area behind it called the ‘Fan Zone’, and between them they keep fans entertained, singing and drinking together long after the rest of the ground has emptied out.

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This was part of the vision when the stadium was built. Firstly that it should be a place where fans spend far more time (and money) than they ever would in the old White Hart Lane. The club know very well how much more ‘dwell time’ there is in American sports stadiums, and were determined to learn from it. This has been one of the triumphs of Tottenham Hotspur Stadium, turning it into a place where fans queue up to get let in hours before kick off, rather than just darting straight into their seat with minutes to go.

These scenes are also a marker of something else, the fact that this season Spurs fans can see their values, their “Tottenham DNA” reflected in the character of the team and the manager. For too much of the stadium’s five-year lifespan — 17 months of which were lost to the pandemic — that has not been the case.

While the Tottenham Hotspur Stadium has been successful in so many ways, transforming the matchday experience, elevating the global profile of the club, bringing in more money through football and non-football events than anyone thought possible, it has also prompted something of a battle for the soul of Tottenham Hotspur.

This is a club which has always had a distinct feel. Its teams have been known more for their style than their substance at times. It has played on the same patch of suburban north London — excepting their enforced exile at Wembley — since 1899. The club has now been in the same hands for 23 years, which in modern football is noteworthy in itself.

The challenge Spurs have faced is to build this shining tyre, this ground of the future, the £1.2billion ($1.5bn) stadium that turns them from an aspirational club into an elite one. While retaining that imagination, that family character, that noble romance, that entrepreneurial spirit which makes them what they are.

The first thing to talk about here is money. That is what makes the football world go round and Tottenham have never been a club who can just rely on endless injections of it from their owners. They have had to make it for themselves. The old White Hart Lane was wonderful in many ways but trying to make money from it was like trying to get blood from a stone.

Manchester City and Arsenal moved grounds in the 2000s, Manchester United and Liverpool were expanding their stadiums, and Tottenham needed to catch up. White Hart Lane would bring in on average £1m ($1.26m) per home game, and so until Spurs left, their annual matchday revenue would be just over £40m ($51m) per year. In the last season at White Hart Lane, 2016-17, where Spurs made £45m ($57m), Arsenal and United both brought in over £100m ($126m) on matchdays.

Compared to White Hart Lane, the new Tottenham Hotspur Stadium is a gigantic 62,000-seater ATM. Tottenham make close to £6m ($7.5m) per matchday. Over the course of a season that makes for an unbeatable number. Over the 2021-22 season, the first back after Covid-19, Spurs made £106m ($134m) in matchday revenue, second only to Manchester United. Even though their European campaign that season, such as it was, constituted three home games in the Europa Conference League. Last season’s figures are expected to be even higher when the accounts are released shortly.

To some fans this may just be numbers on a spreadsheet but in the 2020s it is likely to matter more than ever before. In years gone by, the most important determinant of whether a team would succeed was whether or not their owners were willing to pour in money, which meant that Tottenham were at a disadvantage. But in the PSR era, where financial losses are strictly limited, teams will ultimately stand or fall by their revenues. With a modern stadium that brings in more than £100m ($126m) per year in matchday revenue alone (more on non-matchdays shortly), no wonder Daniel Levy has been so publicly supportive of the rules. In the era of PSR, these guaranteed revenues are invaluable.

In terms of how the stadium generates that money, a big part of it is from food and drink. The stadium is better equipped with bars than anywhere else in the league. With fans welcome to arrive early and stay late, the club can expect to bring in roughly £1million ($1.26m) per home game in food and drink revenue. (Which may sound like a lot, but is very little compared to what they would bring in for food and drink during an NFL game at the same stadium.) A big chunk of the revenue, of course, is tickets.

There is no avoiding the fact that going to watch Tottenham is expensive. Next season, adult season ticket prices will range from £856 to £2,367. Only Arsenal have a cheapest adult season ticket which is more expensive than at Spurs, given that the cheapest season ticket at the Emirates is a remarkable £1,073. While Tottenham had kept ticket prices relatively stable in the first few years at the new stadium, that delicate balance broke last month when the club announced a six per cent uplift in season ticket prices for 2024-25 and, even more controversially, a phased reduction in senior concession season ticket prices, and a bar on new senior concession season tickets.

Spurs fans were furious. The planned tifo in the south stand for Spurs’ home game against Manchester City, which is paid for and arranged by fans, was cancelled. “I think they’ve got the pricing wrong,” says Martin Buhagiar, chair of the Tottenham Hotspur Supporters Trust. “I don’t think there is a need for the club to make the money that they generate from ticket pricing. We’ve got a hashtag at the moment, #StopExploitingLoyalty. When you look at the amount of money that clubs pay for players, and spend on wages, to have season ticket prices put up six per cent, to bring in what we think is between £3.5m and £3.8m extra revenue, it just feels like the club have got their priorities wrong.”

Even more unpopular than the six per cent rise was the change in concession prices. This has already prompted a ‘Save Our Seniors’ campaign from concerned Spurs fans, and when Spurs played at Craven Cottage in March there was a banner with that slogan in the away end. In the win against Luton Town on Saturday, many supporters in the ground turned their backs on the game in the 65th minute, to make their feelings known about the treatment of season-ticket holders over the age of 65.

Some fans had already been frustrated by the club’s concession policy, given that there are plenty of sections in the new stadium where there are no concession season tickets available at all. (It is not uncommon for clubs to limit the areas where concessions are available and many limit the areas more than Spurs do. The club see their new concessions policy as the only way to prevent further price increases and maintain ticket choice.)

This discussion speaks to the broader question that many have about the new ground, and what it means for the identity of the whole club. As much as they love the look of the stadium, the views, the atmosphere, the sense of being looked after, many fans still want that local family-friendly community feel, rather than simply being commoditised.

The football matches held at the stadium will only ever be a small part of the story. This season Spurs will only play 21 home games, due to their lack of European football and poor cup performances. (No one enjoyed last season but they did at least manage 24 home games.) But it does not make sense to have this special stadium sat empty and unused for 345 days per year. It needs to be filled even when Tottenham are not playing.

When Tottenham moved into their new home, it was more than a matter of simply up-sizing their bricks and mortar. It forced the club to take on a new identity. They were no longer merely a football club trying to win on the pitch. They had moved into a different world. Yes, this was still a football club, but a club that owned and operated one of London’s leading multi-purpose sports and entertainment venues.

At some other stadiums, the non-football events are run separately. Wembley is owned by the Football Association but non-football events are run by Wembley National Stadium Limited, an operating division of the FA. The London Stadium, where West Ham United are a tenant, has concerts and baseball but those are run by Stadium 185 and not by West Ham themselves. But at Tottenham, the club staff effectively run two calendars at once, one for the football teams, the other for non-football events.

So even before the stadium opened in 2019, Tottenham were working hard behind the scenes to find partners who could come and fill the stadium with their events. Central to this push was Simon Bamber, the club’s former commercial head who passed away in 2021. Bamber is credited by multiple sources as having the imagination and drive to land the partnerships that have enabled the success of the stadium.

The most important of those relationships, the one that made everything else possible, was with American football. NFL played its first London game at Wembley Stadium in 2007 and those first few years, playing one game there per season, were a huge success. But in July 2015, NFL signed a 10-year agreement with Tottenham Hotspur, to play their games in a stadium which was not even being built yet. It was a leap of faith for NFL, committing to a stadium that was always going to be smaller than Wembley, and in a less globally-known part of London. But they have been delighted with it: the stadium was given official status at the start of the season as the ‘Home of the NFL in the UK’.

Since opening — excepting 2020 due to Covid — the stadium has held two NFL games per year, generally in the Premier League international breaks in October As well as being huge for the global reach of the club, the games are money-spinners for the stadium too. NFL pay Tottenham a hire fee for every game, as part of the 10-year agreement. Then Tottenham will take a cut of the millions of pounds of food and drink revenue, roughly three times higher than it would be for a Spurs game. (The games last for four hours, fans can drink beer in their seats, and so people are buying food and drink throughout, rather than just before the game, during half-time, and afterwards.) Tottenham will also get a cut of the merchandise sold out of their club shop, again significantly higher than it would be for the Premier League.

Rugby union does not have the same global reach as NFL but Tottenham have a strong partnership with Saracens, hosting an annual Premiership game known as the ‘Showdown’. Again this was a partnership that Spurs had been working on since before the stadium even opened. There has also been rugby league and two huge boxing nights, with Anthony Joshua fighting Oleksandr Usyk in September 2021, and then Tyson Fury’s third bout with Derek Chisora, in December 2022.

But the stadium is for more than just sport. Perhaps the most significant development in recent years has been the use of the stadium as a concert venue, one to rival Wembley and the London Stadium for putting on the biggest artists. In 2022 it hosted two nights each of Lady Gaga and Guns N’ Roses, before at the end of last season having the biggest music event in the stadium’s history: five nights of Beyonce at the end of last season as part of her Renaissance world tour. Across the five nights, almost 240,000 fans came to watch.

This five-night run was lucrative for everyone involved. LiveNation was the UK promoter, so they sold the tickets and paid Tottenham a hire fee. (Tottenham could effectively act as an agent for the premium seats, keeping a cut of that revenue.). Tottenham would get a cut of the merchandise take and would also take all of the food and drink revenue, which would be expected to exceed £1m ($1.26m) per night. Industry estimates on how much Tottenham made from the concerts are as high as £15m ($19m) but the club say the final figure after costs was £5m ($6m).

Whatever the final figure, it is still money that other clubs would not be making after the end of their Premier League season. Last year fans protesting against Daniel Levy had a banner which said ‘ENIC DNA’ listing all of their complaints and while some of them were ‘ESL’ and ‘Expensive tickets’, the banner also included ‘NFL’ and ‘Lady Gaga’. And yet these events are crucial to boosting Tottenham’s revenues. Which, in the era of PSR, gives them an edge that other teams do not have. No wonder Spurs are about to apply to Haringey Council for the right to host more non-football events, hoping to increase the allowance from 16 to 30 per year.

These are still relatively early days for the Tottenham Hotspur Stadium. Given the time lost to the pandemic, it has not even been open for five full years yet. And there is plenty more to come. The stadium still carries the name it was born with and, for all the talk about a naming-rights deal, nothing has yet been agreed. Tottenham are committed to finding the right partner but it has not been easy with the pandemic and Brexit.

It is not just about the annual fee but the length of the deal, and while US venues tend to have long-term naming-rights deals of 20 to 30 years, that is less common in the UK market. (The O2 Arena was renewed in 2017 for a 10-year term.) Ultimately, Tottenham look at their commercial revenue collectively, and believe their success in other areas reduces the need for a naming-rights deal. The fact the stadium bears the name of the club has been good for the global brand too.

Last week Tottenham received approval for the new 30-storey hotel they are building next to the stadium on the small plot of land where Park Lane meets the High Road. The plan had been approved by Haringey Council in December and it is expected to be ready in time for Euro 2028, when the stadium will host games. With its distinctive tall, thin shape, the hotel will eventually tower over the Tottenham skyline. Even that will not be the end of the development work, with Tottenham planning more developments, including residential towers, on the land that they own next to the stadium.

The local area is already dominated by the stadium, and that sense will only increase when the glistening stadium is joined by even more new developments. For local businesses, it has been a success. Alex Tryfonos, joint-owner of the famous Chick King takeaway opposite the stadium, says that he is “a lot busier” than he was with the old ground, in part because he has so many customers coming to the stadium on non-matchdays. “It’s not just a football stadium now,” he says. “It’s an events place.”

Last year Ernst & Young wrote a report on the impact the stadium has had on the local ‘tri-borough area’ of Haringey, Enfield and Waltham Forest. In 2019-20, 26 per cent of children in that area were living in poverty. Haringey contains wards among the five per cent most deprived wards in England. The EY report says that Tottenham made a “£344m gross value added contribution” to the tri-borough area in 2021-22, supporting 3,700 jobs. With more events and more visitors expected, that figure is projected to rise to £585m contributed in the 2026-27 season. The Tottenham Hotspur Foundation works hard in the local community and has distributed over 11,000 complimentary tickets for events.

But for some, the fact that watching Tottenham Hotspur is so expensive sits awkwardly with the economic reality of the local area. “On the one hand, the club will talk about Haringey being very deprived and the fact the club is leading on regeneration,” says Buhagiar. “And on the other hand, the prices are among the highest in Europe. The juxtaposition just doesn’t work, it just doesn’t make sense.”

This is the challenge inherent in being a local club with a global reach. Moving into the new stadium changed Tottenham’s sense of who they were. And in the eyes of many, the appointments of Jose Mourinho in 2019 and Antonio Conte in 2021 pointed to a club too attached to the feeling of now being one of the big boys. Those decisions meant that the performance of the team in the last few years — finishing sixth, seventh, fourth and eighth since the stadium opened — has not been what was expected when the stadium opened. Nor was the fact that there has been no European football this season.

When the stadium opened, the hope was that it would help Tottenham to compete on the pitch and win trophies. Certainly, it has helped bring in more money to the club, and some of the recent purchases — Cristian Romero , Richarlison , Pedro Porro , James Maddison — are bigger players than Spurs could afford in the past. But good recruitment can only get you so far. Tottenham have learned this year that to get the feel they wanted at the new stadium they had to appoint a manager who fitted with the values of the old one.

Building Tottenham Hotspur Stadium: The toll on Levy, staff and the club

(Artwork: Eamonn Dalton. Photos: Getty Images)

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