Stadium Competition

Marketing these days is all about pre-marketing, take a record, we hear it for 3 months on the radio before it is even released whereas you go back 30 years and you didn't hear anything until it was released.




With the new Tottenham stadium hosting NFL games in addition to our football it leads one to wonder when will the games be played. The NFL games will be scheduled for American TV and if it is possible it would make sense to hold a game for both sports (football and American football) over the same weekend, a Friday and Sunday, a Saturday and Monday, whatever works for American TV.

That would create marketing opportunities and allow the club to offer weekend packages, taking in a show, throw in a stadium tour or corporate hospitality and you have a package to market as a unique experience. It would be interesting to know therefore the proposed scheduling of games, it's bound to have been discussed.

Spurs would be missing a marketing trick if we were just to have games on alternate weeks and would help promote the Tottenham brand with a Stateside competition and a package as the prize. Team up with a sponsor, a spot of shopping at Harrods, tour of London sites and market it through mobile phone entry like we see on te TV after programmes, doing this during NFL games if that is permissible in the Staes would attract a huge entry I would expect and pay for itself. More importantly though it would really get the Tottenham name into a huge American market.

For the first ever game at the stadium there will be great interest and media attention, we have to ride on the back of that as much as possible and I hope our marketing department are switched on to the possibilities before them. Pre-marketing is all about raising awareness and while Brad Friedel and our former American players should be utilised to promote the alliance, it is the TV and media we must utilise to the fullest. Everyone loves a competition and its an ideal pre-marketing strategy to employ.

Staying on the competition theme for the moment something with Ted Lasso hosting a visit and a pre-game stadium tour with lunch would appeal to a particular audience. Have him host a tour where he is talking about the wrong game all the time, corrected by his side-kick and you have the making of 'live' comedy with a live audience. It would appeal to the media, it's newsworthy and would generate free publicity. That could be marketed to the NFL fans over here.

Whether a weekend of sport is possible will depend upon how long will it take to switch between sports from a pitch for a field. It has been suggested that the retractable seating at the Olympic Stadium will take 7 days to arrange, but at Tottenham all the seating can be used of both sports. 

It gives the stadium a huge advantage over others hoping to host a future London based team. Darren Baldwin is the head groundsman at Tottenham, it is his responsibility to decide how to effectively deploy his staff to manage the change between the two pitches in the shortest possible time.

The new stadium presents us with a world of opportunity and special opportunities that will only come around once. It may seem a long way off, but if TV companies are to be involved, if Ted Lasso shorts are to be made oe even he booked for promotional work then we have to think ahead. Competitions and productions don't happen overnight.

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