South Korean furniture manufacturer Sidiz, a Fursys Group brand that became Tottenham's official furniture partner in November 2024, has activated an early-exit clause and will end its partnership with the club at the end of October, according to the Telegraph, roughly three years before the deal was originally due to run until 2028.
Sidiz supplies the seating used in the press auditoriums at both the Tottenham Hotspur Stadium and Hotspur Way, including the chairs from which head coach Roberto De Zerbi gives his press conferences, and all of its branding is due to be removed once the partnership ends.
The departure comes only months after Kumho Tyre also ended its sponsorship of the club, and while the main AIA partnership is separately set to be scaled back to training-wear branding only from July 2027.
The Telegraph describes Sidiz as a "low-tier" partner compared with AIA, Betano and Kraken, and the financial impact of its exit, while undisclosed, is reported to run into the millions of pounds. Tottenham have signed eight new sponsorship deals this season, along with renewals with Cadbury and Hewlett Packard Enterprise, but have not commented publicly on Sidiz's departure.
The exits come as Tottenham sit bottom of the Premier League under De Zerbi, and follow a broader decline in the club's commercial standing.
According to The Sponsor, Tottenham's brand value fell to £29.8 million in 2026, down from £49.1 million a year earlier, a drop attributed in part to recent results, the departures of Harry Kane and Son Heung-min, and reduced visibility in European competition.