Heung-min Son's marketing message

Heung-min Son, when speaking to the Official Tottenham Hotspur Website, demonstrated the marketing principle that people like to watch 'one of their own'.

VIDEO: Heung-min Son full individual highlights vs West Ham

Heung-min Son admitted he used to watch Spurs because we had a fellow South Korean playing for us, Lee Young-Pyo. He is retired now (age 38) but was our left-back who former manager Martin Jol once described as "the best left-back in Holland" before joining us from PSV.

Our two key marketing areas are North America and Asia, with China as another huge potential but problematical market. On our books are Americans DeAndre Yedlin (on loan at Sunderland), Cameron Carter-Vickers, currently catching the eye in the youth ranks, Heung-min Son and Japanese youth international Cy Goddard.

Generally people only take note of first-team football, but as you need squad players continually coming through so you need players from the major marketing spots around the world coming through if at all possible. South Koreans will be taking note of Tottenham, they will be following Heung-min Son, especially given he isn't a peripheral figure, but a main first-team player who plays in important games. 

He is a major star in his country so quite apart from the fact he is a quality footballer, he is also a valuable marketing tool. Playing in European fixtures is again important for exposure in Asia, especially against Azerbaijan side Qarabag and name side like Monaco.

having a player on your books is one thing, but if you want them to have an impact on fans in their own country they need to play the big games, obviously only if they are good enough. manchester United stole a march on everyone in Japan withShinji Kagawa and now they have a big following, Spurs will be hoping for the same effect in South Korea. Once someone watches a club regularly they form a bond, the strength of that bond determines whether they go on supporting or following the fortunes of that club long after the player has left.

Everyone is searching for the first American superstar who can engage an audience with a club, he will be a goldmine. Tottenham are taking the NFL route to get into the homes of millions of Americans. If we can find and develop a 'superstar' American player even better. I have no doubt the idea is on our radar, hence the purchase of DeAndre Yedlin.

The business has to be successful for the football team to be successful.


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