The gap between what Tottenham used to be worth to a sponsor and what they are worth today is roughly £19.5m a year. That figure comes from a June 2026 report on Premier League fair-market sponsorship values, which put the club below Chelsea on £33.6m and well behind Liverpool, Manchester United and Arsenal, all above £59m.
The South Korean furnishings firm became Tottenham’s official furniture manufacturing partner in November 2024, with a deal originally scheduled to run until 2028. It has now activated an early termination clause and will stop working with the club at the end of October, with the furnishings supplied to the training ground and the stadium press auditorium due to be removed.
The exact value of the deal has not been disclosed, though Spurs Web describes the loss as “in the millions of pounds”. Tottenham have not commented publicly on the termination.
The second sponsor exit in six months
Sidiz follows Kumho Tyre out of the door. The Korean tyre manufacturer ended its partnership at the end of last season after nearly a decade with the club, having originally signed with Spurs in 2016.
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The June sponsorship-value report attributed Tottenham’s slide primarily to on-pitch performance, the departures of Harry Kane and Son Heung-min, and the lack of exposure that comes with not being in European competition.
De Zerbi’s side sit bottom on two points
Tottenham entered the September international break bottom of the Premier League on two points from five matches, having scored just twice. Roberto De Zerbi, appointed in March 2026 on a long-term contract, has publicly raised physical conditioning and mental fragility as concerns in post-match press conferences.
The commercial fallout is arriving on top of a summer in which the club spent over £300m in the transfer window, according to a Daily Telegraph report by Matt Law picked up by Yardbarker. That report describes Sidiz’s decision as a direct response to Tottenham’s start to the 2026/27 season.
Eight new deals, but AIA switches to a smaller role in 2027
Not everything is walking away. Tottenham have secured eight new sponsorship deals this season and renewed with Cadbury and Hewlett Packard Enterprise.
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The bigger structural change is still to come. From July 2027, front-of-shirt partner AIA will transition to a global training partner role, with the brand only featuring on training kit until 2032. That new AIA arrangement is thought to be worth £10m to £15m a year, a significant step down from the current front-of-shirt deal.
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