Tottenham Hotspur have requested that the club is no longer referred to as 'Tottenham' by broadcasters.
Daniel Levy and other senior figures in north London are keen to distinguish the club from the name of the area. That was made clear in the 'remastered brand identity' published late last year, and club chiefs now have taken their vision to the next level.
The Athletic claim that broadcasters received an email on February 10 titled 'Tottenham Hotspur Naming Update'. In it, the club specified that they would only like to be called 'Spurs' or 'Tottenham Hotspur' going forward.
"Tottenham Hotspur have provided clarification regarding the club’s name," it read. "They have requested that the club are primarily known as Tottenham Hotspur, with Spurs being the preferred short version. The club have requested that they are not referred to as Tottenham."
On the face of it, the request is an odd one. Spurs being referred to as 'Tottenham' is a common occurence among fans, in chants and during pundit analysis. Generally, 'Tottenham' is an accepted name for the club in the same way that 'Newcastle' and 'Leicester' are shortened labels for the Magpies and the Foxes.
But one excerpt from the 'remastered brand identity' makes the club's position clear. It reads: "In a world full of Uniteds, Citys and Rovers, there is only one Hotspur, Tottenham Hotspur.
"When referring to the team or the brand, please use ‘Tottenham Hotspur’, ‘Tottenham Hotspur Football Club’ or ‘THFC’. Never refer to our Club as ‘Tottenham’, ‘Tottenham Hotspur FC’ or ‘TH’."
Sky Sports adhered to Spurs' request in their coverage of last weekend's clash between the north Londoners and Manchester United. A graphic showing the bottom half of the Premier League table put 'Tottenham Hotspur' in 12th place, whereas one month prior - before the email was reportedly sent out - they were listed as 'Tottenham'.
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While broadcasters are evidently paying attention to such fine details, Spurs boss Ange Postecoglou has a concerning bigger picture to contend with as his players bid to claw their way into the top half.
Next up is a trip to Ipswich Town on Saturday afternoon, with Manchester City at home pencilled in for the following midweek. A two-legged Europa League knockout tie with AZ Alkmaar is also in the offing, with Postecoglou hoping a silverware triumph could put some credit in the bank amid speculation over his future.