[Opinion] Daniel Levy, Communication, and the Commercialisation of Tottenham Hotspur: At What Cost?

Tottenham Hotspur Football Club has long been a cornerstone of North London’s identity, a cultural institution as much as a football team. For decades, Spurs fans have lived and breathed the club, investing not just their money but their hearts into its success. I know I have. Yet under the ownership of Daniel Levy and ENIC, the connection between club and supporters has begun to feel transactional rather than mutual. From a communications perspective, it increasingly appears as though fans are viewed less as stakeholders and more as customers - replaceable, transactional and secondary to the club’s larger commercial ambitions. As a communications practitioner, it so often feels like they’ve fallen at that first hurdle - the fundamental need to understand your audience.

The root of this frustration lies in Levy’s approach to ownership, which prioritises profit margins and global sports tourism over the concerns of local fans. Tottenham’s new stadium, though undeniably a stunning feat of modern architecture, has come to symbolise this shift. While its cutting-edge design and multi-use functionality have attracted NFL games, boxing events, and concerts, the cost to fans has been far greater than the club’s ￡1 billion investment.?

Levy promised that the new stadium would make Spurs more competitive, enabling them to rival Europe’s elite clubs. Yet, this vision hasn’t materialized on the pitch. Instead, the years spent financing the stadium coincided with underwhelming transfer activity and a lack of squad investment. If I’m honest, I’m still clinging onto the Carling Cup. Fans like me have endured the sight of key players leaving or stagnating, while rivals invested heavily in their squads. As a result, the excitement of moving into a state-of-the-art venue was quickly overshadowed by the growing sense that the footballing side of the club had become an afterthought.?What a wasted opportunity.

The Impact on Loyal Supporters

Perhaps the most glaring example of this misalignment is the continued hike in ticket prices. Tottenham fans now pay some of the highest prices in the Premier League—a bitter reality at a time when the cost-of-living crisis is already squeezing households. Local, working-class supporters - the lifeblood of the club - are being priced out of their own stadium. These hikes seem particularly tone-deaf (social listening, anyone?) in a sport that owes its popularity to its accessibility and its roots in community. Meanwhile, Levy’s focus on international sports tourists ensures the stands are filled, but often at the expense of the fans who have been with the club for decades. These are the fans who, arguably, are there each week; taking to socials; and spending cash year-round.

The semi-recent decision to erase accumulated membership points - a system that has allowed loyal fans to build up priority access to tickets over the years - is another insult to those who have supported the club through thick and thin. For many fans, this wasn’t just about ticket allocation; it was about recognition of loyalty. By resetting the system, Levy has alienated supporters who now feel their years of commitment were rendered meaningless with a stroke of the pen. Loyalty is the number one thing most brands yearn for - for Levy, it was an inconvenience.

From a communications perspective, this move was particularly damaging because it reinforced a perception of the club’s leadership as cold and disconnected. Good leaders, especially in football, understand that fans aren’t just customers - they are the heart and soul of the organisation. When you alienate them, you risk undermining the very fabric of the club.

A Pattern of Short-Term Thinking

Beyond ticketing and pricing, the club’s decision-making on the pitch has also come under fire. The managerial merry-go-round since Mauricio Pochettino’s departure is emblematic of Levy’s short-term approach. The revolving door of coaches—many of them ill-suited to the squad or culture of the club—has created instability and squandered opportunities to build a cohesive, long-term footballing identity. Each new hire feels like a public relations move aimed at placating fans rather than solving the club’s underlying issues. ?

It’s here that the communications breakdown between the club and its supporters is most evident. Levy’s actions suggest a desire to maintain the appearance of ambition—big-name managers, high-profile partnerships, and global expansion—without delivering the substance that fans crave: trophies and consistent success. Even as a fan, I can see that.

The Bigger Picture

To be clear, Daniel Levy has achieved much during his tenure. He has transformed Tottenham Hotspur into a global brand, delivered a stadium that is the envy of Europe, and made the club financially stable in an era when reckless spending has brought others to ruin. But these accomplishments are overshadowed by his inability—or unwillingness—to put fans at the center of his decision-making.

The heart of this issue is a failure to balance commercial growth with the club’s cultural and community responsibilities. From a brand perspective, Levy seems to misunderstand what makes Tottenham special to so many. Spurs fans don’t measure success by balance sheets or marketing deals. They measure it by memories, shared experiences, and—yes—trophies. While welcome, it’s not enough to fill the stands with tourists eager for a matchday selfie; the club must also honor its roots, its community, and the fans who were there long before the global spotlight - and Levy himself - arrived.

Where Do We Go From Here?

The path forward for Levy is clear: realign the club’s priorities with those of its supporters. This means addressing the affordability crisis, improving transparency around decisions, and delivering genuine investment in the team. Most importantly, it means listening to the fans—engaging with them as partners, not customers. Communication only works when it is aligned with action.?

Tottenham Hotspur is not just a business. It is a community, a family, and a source of identity for millions of people. Daniel Levy and ENIC must recognise that their legacy will not be judged by the stadium they built or the deals they secured, but by the connection they maintained—or, as things stand, failed to maintain—with the fans who make Tottenham Hotspur what it is.

If they cannot, some may say it’s time for a new chapter in the club’s ownership, or at least a change in direction - one of authenticity, one that puts fans first, and one which understands that To Dare is To Do.