SportsMint Media

The English football club, Tottenham Hotspur FC have announced a new partnership with Paris Baguette, a leading global bakery and café chain.

Under the agreement, Paris Baguette has become the club’s official coffee and bakery partner.

This partnership will significantly enhance the matchday experience for fans at the Tottenham Hotspur Stadium by integrating high-quality Paris Baguette coffee into the food and beverage offerings.

A key focus of the collaboration will be to drive global brand awareness for Paris Baguette, particularly in key Asian markets. This will be achieved through exciting fan activations, engaging social media campaigns, and exclusive giveaways.

Commenting on the partnership, Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said, “We are delighted to partner with an exciting, up-and-coming brand in Paris Baguette, further adding to our diverse range of food and beverage options on matchdays, and engaging our fanbase in Asia through exciting and engaging content.”

Hur Jin-soo, CEO of Paris Baguette, added, “I believe that partnering with the world-renowned Tottenham Hotspur offers a great opportunity to showcase Paris Baguette’s exceptional taste and quality to customers in Korea, the UK and also worldwide. Through this partnership with sports and bakery, we will strive to deliver new value and enjoyment to our global customers and fans.”

This strategic partnership marks a significant step for Spurs and Paris Baguette, fostering a mutually beneficial relationship that promises to deliver exciting benefits for fans and strengthen both brands globally.

A part of SPC Group, Paris Baguette operates in over 4,000 restaurants globally. The chain has recently expanded its global footprint with the launch of cafes in London and has previously partnered with the French football club, Paris Saint-Germain (PSG).

This alliance follows a series of recent corporate partnerships for the North London club, including agreements with Tiger Beer, FURSYS GROUP, Fuji Kizai, Kraken, BetMGM, Citygreen Sports Group, bp, and Castrol.

The Premier League (PL) club, Tottenham Hotspur FC have inked a new sponsorship agreement with Tiger Beer, a leading global beer brand.

With this deal, the brand has been named the club’s official international beer partner. Throughout the multi-year agreement with Spurs, Tiger Beer will seek to establish its brand in the UK football industry by establishing a link between Asia and the UK for football fans in both areas.

Tottenham is Tiger Beer’s second PL partnership, after Manchester United‘s pact earlier this year. Notably, back in 2022, the beer brand also roped in Spurs’ skipper Heung-Min Son as its brand ambassador.

Ryan Norys, Chief Revenue Officer of Tottenham Hotspur, said, “It is fantastic to be partnering with another industry-leading brand in Tiger, with the aim of engaging our fans in Asia through unique experiences aimed at bringing people together through the power of football.”

Tiger Beer will also seek to supplement Spurs’ increasing Asian audience, which has more than 195 million followers in the region.

Tiger Beer reaffirmed its commitment to providing fan experiences for Spurs fans, citing findings from a recent poll of 2,000 football fans, in which nearly three-quarters believe fan activities are critical to unifying followers of their preferred team. These will include activations, opportunities to see the squad practise, and special training and coaching experiences.

The Premier League (PL) club, Tottenham Hotspur FC have inked a partnership with Salesforce, the world’s leading AI CRM.

As part of the deal, the brand has been named the club’s new official CRM partner.

The team will collaborate with Salesforce to improve the fan experience throughout all digital touchpoints internationally, offering best-in-class customised interaction using the AI-powered Salesforce Platform.

The club keeps embracing the latest technologies available to improve the fan experience, whether it’s providing the first fully cashless stadium with 100% wireless and mobile connectivity or world-class media production amenities at its Training Centre, which includes an XR stage.

The Salesforce platform, with Data Cloud at its heart, will allow the club to consolidate its IT systems, connect data from sales, marketing, and service, and provide the groundwork for AI to accelerate decision-making and predict future fan requirements.

Leveraging Salesforce’s worldwide connection with F1 and initiatives to increase fan interaction, the business will also become the Official CRM Partner of F1 DRIVE – London at Tottenham Hotspur Stadium, the world’s first indoor karting experience. Tottenham Hotspur, Salesforce, and F1 will collaborate to engage local youngsters in motorsport and promote career prospects in engineering and software development.

Salesforce will also assist the unit in its broader revitalisation efforts in London N17 by offering programs for training and upskilling residents to enhance their knowledge of technology and job opportunities.

Rob Pickering, Chief Technology Officer, Tottenham Hotspur, said, “This innovative partnership will see the integration of Salesforce’s industry-leading software to create tailored, enriched digital experiences for our ever-growing fanbase. Importantly too, the partnership will be driven by purpose, with the delivery of vital STEM education to our local young people through Salesforce’s expertise and leadership in its field.”

Zahra Bahrololoumi CBE, CEO UK&I, Salesforce, said, “We’re delighted to be deepening our valued partnership with Tottenham Hotspur to power its digital transformation, leveraging CRM, data, and AI to connect with its global fanbase in a whole new way. Salesforce has been at the forefront of values-led innovation for a quarter of a century and is now driving forward the third wave of autonomous AI with Agentforce. This year we opened our first AI Centre in London and I’m especially proud to be working with the Club to provide critical digital skills training and upskilling opportunities.”