Tottenham Hotspur has announced a significant change in its official naming conventions, expressing a desire to be referred to only as the full club name or the shortened form 'Spurs'. This revelation came to light in an internal communication sent to numerous British media outlets on February 10, 2025.
The decision has stirred up discussions, particularly since the club has a long-standing history in the Premier League and is traditionally known among fans simply as 'Tottenham'. In the official media communication, the club stated, "When referring to the team or brand, please use 'Tottenham Hotspur', 'Tottenham Hotspur Football Club', or 'THFC'.”
This unusual request raises questions as to why the club, with its rich history, would seek to eliminate the familiar name that fans have used for decades. The origins of the name date back to 1882 when the club was founded as the 'Hotspur Football Club', named in honor of Henry Percy, known as 'Harry Hotspur', a medieval knight famed for his fierce spirit and speed in battle. Just two years later, the club changed its name to 'Tottenham Hotspur' to distinguish itself from another London club called 'Hotspur FC'.
Now, nearly 150 years later, the club feels the need to purge 'Tottenham' from official usage, stating that it refers solely to the name of the district rather than the club itself.
For context, 'Hotspur' is an English term that translates to 'hot-headed' or 'daredevil', reflecting the spirited and swift nature of its historical namesake. The abbreviation 'Spurs' derives from 'spur', symbolizing speed and aggression.
This new stance has been club policy officially since 2011 but was reiterated with the launch of a new 'brand identity' in November 2024. The accompanying 'Brand Playbook' clearly outlines: "In a world full of Uniteds, Citys, and Rovers, there is only one Hotspur, Tottenham Hotspur. Please use 'Tottenham Hotspur', 'Tottenham Hotspur Football Club', or 'THFC'. Never use 'Tottenham', 'Tottenham Hotspur FC', or 'TH'.”
The impact of this directive is already noticeable, particularly in broadcast media. During the recent 1-0 victory over Manchester United on February 16, viewers noted that British broadcaster Sky Sports referred to manager Ange Postecoglou as the 'Tottenham Hotspur Head Coach', while team graphics exclusively displayed 'Spurs'. Just last month, during a match against Everton that ended 2-3, the screens only indicated 'Tottenham'.
It remains to be seen what strategy the club hopes to achieve with this announcement. While the official line suggests the media communication simply clarifies long-standing practice, some observers speculate that a push for stronger brand positioning in the global marketplace may be at play. The rationale appears to be that 'Spurs' is more memorable in an international context where many clubs are defined by their geographical names.