Tottenham Hotspur loses Sidiz sponsorship amid poor season

Tottenham Hotspur is facing a series of sponsorship departures amid a difficult start to the Premier League season. The South Korean furniture manufacturer Sidiz is expected to terminate its partnership with the London club prematurely, likely by the end of October, despite a contract originally intended to run until 2028.

Sidiz marks the second partner to exit the club within the last six months, following the departure of Kumho Tyre. Additionally, the long-standing main sponsor AIA will undergo a status change next season; while the partnership will continue, the company's logo will move from the front of the match jerseys to the training kit.

These commercial shifts coincide with poor on-field performance under manager Robert De Zerbi. Despite significant financial investment—including approximately £380 million spent on ten new players this summer and over £450 million invested by the Lewis family since May 2022—the team currently sits at the bottom of the Premier League table without a league victory.