Spurs lead the merchandising way
Sports Pro conducted an interview Tottenham Hotspur Executive Director Donna-Maria Cullen which I'll have a look at i this short series of articles, we first looked at new markets, tohen how Spurs choose which markets to target and how we work in them, today it's merchandising revenue.
For Tottenham the USA is a major objective, the opportunities there remind me of the Great Frontier, not Star Trek but westerns and a seemingly empty country to discover. In football terms it is a new frontier, football is in it's infancy and as popularity grows so will the standard. Being at the forefront of that popularity will see financial benefits in future years and it's finances that dictate success.
In the short term new fans mensa new merchandising opportunities and Tottenham are leading the way Stateside in that respect.
Merchandising is again another area where the club should be working with other fans, the more people wearing Spurs gear, the more will be sold. If you are going to open an electrical store the best place to open it is where there are other electrical stores. Competition should be welcomed as it brings more people to that area as they can compare and buy all in one place.
Embracing and working with fans online should be a key objective of the club going forward instead of working in isolation, leveraging has built many an empire.
Further Tottenham Reading
Spurs Loan News - Grant Ward
Spurs Loan News - Oduwa and Ball
Spurs Youth News - Harry Winks
For Tottenham the USA is a major objective, the opportunities there remind me of the Great Frontier, not Star Trek but westerns and a seemingly empty country to discover. In football terms it is a new frontier, football is in it's infancy and as popularity grows so will the standard. Being at the forefront of that popularity will see financial benefits in future years and it's finances that dictate success.
In the short term new fans mensa new merchandising opportunities and Tottenham are leading the way Stateside in that respect.
Pro Sport - How do you measure the success of your tours?
Donna-Maria Cullen - The easiest measurement we have is the engagement on social media platforms because that is the most immediate. So that is very visible and very immediate. And thereafter you then look at where you get the continual engagement with the club and all of that working its way through to where you see increased sale. So we have on the back of that, in the States for instance, we’ve had a real call and demand for merchandised and licenced products and so we’ve done the deal with Fermata and they’ve engaged with Fanatics – we’re the first club to do that – and the States is really exciting for us.
NBC coverage has really opened up the US market for all Premier League clubs. We are doing extremely well there at the moment in terms of having fans engaged with us and the growth numbers that we’re seeing.
NBC coverage has really opened up the US market for all Premier League clubs. We are doing extremely well there at the moment in terms of having fans engaged with us and the growth numbers that we’re seeing.
Pro Sport - Will that licensing deal with Fanatics see a batch of Tottenham products produced that are specifically focused to the North American market?
Donna-Maria Cullen - Yes, so they will sell specifically branded merchandise through their stores in the US and Canada and we will look closely at what the demand is for what aspects we put into those ranges. So it will be a bespoke range for the North American market.
Merchandising is again another area where the club should be working with other fans, the more people wearing Spurs gear, the more will be sold. If you are going to open an electrical store the best place to open it is where there are other electrical stores. Competition should be welcomed as it brings more people to that area as they can compare and buy all in one place.
Embracing and working with fans online should be a key objective of the club going forward instead of working in isolation, leveraging has built many an empire.
Further Tottenham Reading
Spurs Loan News - Grant Ward
Spurs Loan News - Oduwa and Ball
Spurs Youth News - Harry Winks
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