Despite “The Lilywhites” performance so far this season being questioned by some Spurs fans, the football club’s strategy for business has proven to be a game changer. The Northumberland development project, Spurs’ £1bn multi-purpose stadium is now globally recognised as one of the greatest sporting venues. This has attracted commercial opportunity to evolve this football club into an exciting global entertainment business.
Last Monday, Matchroom Boxing Director Eddie Hearn publicly announced boxing’s heavyweight champion Anthony Joshua will be defending his titles against Kubrat Pulev on the 20th June at the Tottenham Hotspur Stadium. This is the first ever boxing match to be hosted in Spurs’ history.
Spurs are, however, no strangers to expanding their brand into different markets. The club has a 10-year-partnership with the NFL, which has produced millions from merchandise, hosting fees, food and drink sales. On this note, Anthony Joshua’s bout is set to be another appealing financial opportunity considering the growing profile of UK boxing since Tyson Fury’s recent victory against Deontay Wilder.
Not only do ventures of the NFL partnership and the heavyweight boxing initiative generate additional streams of revenue for the club, they complement the clubs marketing strategy. It’s clear the club has strategically used these projects to grow its audience in different sports.
For this boxing event, having Anthony Joshua headlining the occasion will present opportunity for the club to engage with a new fan base. Anthony Joshua has demonstrated to be a marketable asset within urban music, entertainment and sports fashion. Therefore, bringing ‘AJ’s’ profile into the club could enhance Tottenham’s relationship with these diverse markets. The club has already exhibited its capability to exploit different sectors outside sport by working with global music artist AJ Tracey. The British rapper has been involved in the launch of the club’s 2019/20 kit campaign and generally endorsing the club through his music and brand.
The future is bright for Tottenham now it has become an international phenomenon, rising to the 16th largest intercontinental followed club on social media. The club has exploited online media platforms such as Amazon Prime with its documentary “All or Nothing” set to launch this summer. Spurs’ partnership with design label Hugo Boss has been renewed for another three years, embedding their brand across luxury fashion. Lastly, the club can boast the 8th largest revenue stream worldwide last season according to the Deloitte money league tables.
What else could the future hold for the Lilywhite’s? Music concerts at the venue which could take it into the league of Wembley stadium, while special edition merchandise releases for cultural events could follow, or even collaborating with more luxury fashion labels to further exploit a market evidently engaging with the sports world?
As a first-class graduate in sports business, and an experienced digital marketer, I believe Spurs has demonstrated to the sports industry that thinking innovatively and collaboratively leads to commercial growth beyond its operating sector.
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