Tottenham Hotspur’s chief commercial officer talks stadium naming rights, content and streaming

Tottenham Hotspur, the English Premier League side is in talks with various sponsors to rename their recently build and launched Tottenham Hotspur Stadium. The new stadium was built after the team played the majority of their games at the world-famous and iconic White Hart Lane stadium from 1899 to 2017. 

Spurs recently appointed former Miami Dolphins executive Todd Kline, as the club’s chief commercial officer. 

Finding the right sponsors and creating economic activity at the stadium is one of Kline’s KPIs which he hopes to achieve very soon.  

“We’re running a process. It’s been a rewarding process. We’ve met some amazing people throughout it and I think we’ll land on the right partner for the right venue. And sometimes in doing complicated deals, sometimes patience is the move.”

In a recent interview, Kline said his job is very simple with a “very clear mission” to generate funds that can be reinvested in the club’s men’s side, women’s team and academy. 

Kline said he interacts with the fans almost every day and he gets asked about the naming rights of the stadium as another way to generate the revenue for the club.

“The beauty of that is that’s not a secret,” says Kline. “So our fans know that as well. I would say not a day goes by where I don’t interact with a fan or do a call where we don’t get asked about that [naming rights] partnership or honestly about the entire business.” 

Spurs is also on verge of rolling out a strategy for SoursPlay, a new over-the-top (OTT) streaming platform that will be launched later this year. 

“It’s pulling together some things we’ve already been doing across other social media platforms, and really investing in non-scripted content,” he adds. 

“If you look at what’s happened with things like Drive to Survive with Netflix, and all the different All or Nothings that Amazon has done, by bringing your fans closer and giving them a behind-the-scenes look, you really can create a deeper and more sincere connection – and SpursPlay will do that.”

“We’re lucky, right? We’re lucky that our fans want content from us. And we’ve looked at it in a way of servicing our core fan with great stories about our legends like Ledley King and Gary Mabbutt, to stories of current players like Lucas Moura, Heung Min Son, to matchday content.”

“So I think for us it’s a massive commitment, a mix of agency partners and in-house staff, thinking like a digital business, but more so thinking like a content creation machine to service an audience.

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