“What is the best way for a Premier League club to promote its brand? And what is the thinking behind changes to approach? After Jack Pitt-Brooke revealed Tottenham had emailed Premier League broadcasters asking not to be referred to as Tottenham, but rather ‘Tottenham Hotspur’ or ‘Spurs’ for short, The Athletic spoke to experts to try and understand the thinking behind this move — and the strategies of other Premier League clubs. Steve Martin, founding partner of MSQ sport and entertainment, explains the general mindset for top-flight clubs when they are looking to boost their image. ‘What all these clubs are looking to do is constantly find a way to connect with their fans, bring new supporters in, and try to make it more diverse in terms of fanbase and cultural relevance,’ the tells The Athletic. …”
NY Times/The Athletic