Son Heung-min (33, Tottenham) is still the face of Tottenham Hotspur, but the club has placed a price tag next to that face.

In the 2025-2026 season's new uniform reveal video, Son Heung-min (33, Tottenham Hotspur) was less prominent than in previous years. While he is the captain and a symbol of Tottenham, he only appeared briefly with a mask for just over 1 second in a 70-second video. In contrast, the focus of the same video was on Dominic Solanke and the women's team member Ella Morris. Although she was prominently featured in the group shot, Tottenham's editing direction hinted at another message.

The new uniform, announced by the club on the 26th (Korean time), features an all-black design with the slogan 'In Darkness We Dare.' It has the atmosphere of a turning point toward a new era. Nike described it as "a black grid pattern inspired by stealth fighter jets." It is also intended with Champions League away matches in mind. Although Son Heung-min clearly appeared as a model, the unusual editing and screen distribution are being interpreted in relation to transfer rumors.

In that video, Son Heung-min's role was not significant. Early in the video, he briefly passed through the ground amidst a storm and lightning while wearing a mask. It was just a 'grant' appearance lasting only about 1 second.

On the 26th, British 'Football London' reported, "Son Heung-min is one of the first players to wear Tottenham's latest uniform. However, it remains uncertain whether he will wear this uniform again next season." They added, "Son Heung-min's future in North London is unclear. He is currently prepared to leave the team."

Son Heung-min has a contract with Tottenham until June 2026, but effectively, this summer is the last chance for the club to receive a transfer fee. The 'Telegraph' and 'BBC' reported, "Tottenham will respect Son Heung-min's intention to transfer." Saudi Arabian clubs are preparing specific offers, with some discussing a transfer fee of 40 million euros (approximately 63.4 billion won) and a total of 90 million euros (approximately 142.6 billion won) over three years.

Fans' opinions are divided. Some welcomed the news that "Son Heung-min's selection as a uniform model suggests the possibility of him staying," while others expressed displeasure, stating, "Tottenham seems to be trying to commercially exploit him to the end." In fact, Tottenham's local media outlet 'Tottenham Hotspur News' analyzed, "Son Heung-min's presence is directly linked to the club's revenue. Even if a transfer occurs, it will likely be after the Newcastle match in Seoul on Aug. 3."

The BBC pointed out in the same context, "The preseason Asia tour is a lucrative event that Son Heung-min must participate in." Holding events in Korea without Son Heung-min is likely to fail commercially, and the prevailing view is that Tottenham will maximize Son Heung-min's brand value before transferring him.

The club plans to make a final decision on his status after discussions with Coach Frank following Son Heung-min's return. Coach Frank is reportedly not considering blocking Son Heung-min's transfer.

Local football journalist Matt Law mentioned on the podcast 'Last Word on Spurs,' "Son Heung-min hinted at farewells to his teammates and staff after the last match of the season," adding, "Now that he has lifted the first trophy of his career, this could be the time to part ways."

His transfer is not just a change for one player. Son Heung-min is the club captain, a symbol of Asian football, and a 'product' in the global market. And now, Tottenham is assessing the last value of that product. Faced with the crossroads of symbolism, commercialism, and team restructuring, what choice will Son Heung-min ultimately make? His relationship with Tottenham will become clearer after the Asia tour.

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