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Tottenham pursue dual shirt sponsorship strategy

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By The Drum Team | Editorial

August 17, 2010 | 2 min read

Tottenham Hotspur have pulled a second shirt sponsor from up their sleeves after it emerged that investment bank Investec will have their name emblazoned across Spurs shirts during cup matches.

The new shirt will be worn during FA Cup, League Cup and European club competitions and is set to make its European debut at a Champions League qualifier tonight.

The Investec deal follows last months tie up with IT firm Autonomy Corporation who will appear on shirts worn during Premier League matches.

Spurs are the first club in England’s top flight to employ a dual sponsorship strategy which is set to prove a winning combination for the team’s coffers.

By tailoring their product to specific advertisers Tottenham reckon they can maximise their returns whilst offering advertisers access to specific markets in English and European football.

In a statement Investec said the deal would increase its “brand awareness through the immense reach of domestic and European cup football”.

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