Tottenham active in the American market
Tottenham Hotspur appreciate America is a huge untapped source of new fans and therefore commercial revenue. If a sponsor wants to get their firm in front of an audience then that audience needs to be fans of that club, or at least that sport to derive maximum benefit.
The greater the fanbase in an emerging market the greater the opportunity for commercial deals. Commercial deals equal income and income equals success on the field. The bigger the fanbase, the bigger the name, the bigger the commercial deal.
Tottenham have more supporters clubs in America than any other Premier League club, over 30 and the TV audience is growing. Some 90,000 more people watched Tottenham than Arsenal when they played at the same time. An NBC poll showed Tottenham to be the most popular Premier League club even though we don't take part in the pay for money gimmick games that the like of Manchester United take part in.
Spurs prefer the community approach, they prefer running coaching programmes, going into schools, doing PT work with local businesses, meeting the supporters clubs for Q & A evenings, have open training sessions and so on instead of just flying in and flying out after the game for sponsors cash.
It's an approach designed to build the club name and it appears to be working. There has been a 48% increase of US fans on the clubs database and a 45% increase of Canadians fans together with an NBC poll showing Tottenham as the most popular Premier League side. Having Brad Friedel and DeAndre Yedlin on the books at Tottenham can only help us to grow further and Friedel now combines being our North American ambassador along with his playing role.
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To take advantage of this trend Tottenham have now appointed Fermata Partners to source and manage licensing deals in North America for the club. The clubs Brand Licensing Manager, Gary Jacobson, spoke of the deal in the wake, not just our recent tour but with the club exhibiting at the annual Licensing Expo in Las Vegas for the past two years
Kit Walsh, co-founder of Fermata Partners, said she felt honoured to be working with Spurs.
Her colleague, Scott Bouyack, also a co-founder of Fermata Partners spoke of the potential for the future of the deal.
The greater the fanbase in an emerging market the greater the opportunity for commercial deals. Commercial deals equal income and income equals success on the field. The bigger the fanbase, the bigger the name, the bigger the commercial deal.
Tottenham have more supporters clubs in America than any other Premier League club, over 30 and the TV audience is growing. Some 90,000 more people watched Tottenham than Arsenal when they played at the same time. An NBC poll showed Tottenham to be the most popular Premier League club even though we don't take part in the pay for money gimmick games that the like of Manchester United take part in.
Spurs prefer the community approach, they prefer running coaching programmes, going into schools, doing PT work with local businesses, meeting the supporters clubs for Q & A evenings, have open training sessions and so on instead of just flying in and flying out after the game for sponsors cash.
It's an approach designed to build the club name and it appears to be working. There has been a 48% increase of US fans on the clubs database and a 45% increase of Canadians fans together with an NBC poll showing Tottenham as the most popular Premier League side. Having Brad Friedel and DeAndre Yedlin on the books at Tottenham can only help us to grow further and Friedel now combines being our North American ambassador along with his playing role.
Recent Articles
Spurs future is a promising one
Italian interest at £12m not viable
Pochettino & Levy plan the way forward
Kaboul gives Spurs a problem
Spurs start to master off the ball running
To take advantage of this trend Tottenham have now appointed Fermata Partners to source and manage licensing deals in North America for the club. The clubs Brand Licensing Manager, Gary Jacobson, spoke of the deal in the wake, not just our recent tour but with the club exhibiting at the annual Licensing Expo in Las Vegas for the past two years
“We are delighted to be working with Fermata Partners. Our North American fanbase is hugely important to the club and this relationship will bring us closer to supporters in this region.
“Following on from the success of our pre-season tour in North America, not to mention the success of the US national team at the World Cup and growing interest in the sport, now is a great time for us to be making the most of a growing demand for club product in this market.”
Kit Walsh, co-founder of Fermata Partners, said she felt honoured to be working with Spurs.
“We are honoured to be aligned with Spurs and look forward to collaborating with the club to build its brand presence in North America.”
Her colleague, Scott Bouyack, also a co-founder of Fermata Partners spoke of the potential for the future of the deal.
"Global football is growing mindshare with North American sports fans. As that mindshare grows, so too will grow the demand for merchandise. We have already made significant progress in securing licensee and retail commitments for Tottenham Hotspur, and look forward to adding several new clubs to the collective in the near future."
This deal follows on from a previous deal that saw Spurs work with Sports Endeavors on a bespoke range of Tottenham sportswear.
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