Tottenham Hotspur's stadium naming rights package might not delight fans, but it will entice brands

Spurs chairman Daniel Levy is not known as one of football's great romantics, instead enjoying a reputation as the game’s toughest negotiator.
This image has been further enhanced as he attempts to land a naming rights partner to help pay for the North London club’s expensive new stadium. 
Levy has made it known that Spurs' new ground will no longer be referred to as White Hart Lane, despite it being built next to the beloved old stadium.