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Brandtix Football Sports Marketing

Tottenham Hotspur make moves to capitalise on growing South Korean fanbase


By Tony Connelly, Sports Marketing Reporter

June 1, 2016 | 3 min read

Tottenham Hotspur has appointed brand management and licensing agent Infiniss to help them capitalise on the club’s increasing brand awareness in South Korea.

Tottenham Hotspur

The Premier League club generated huge gains in their global fanbase as a result of the surprising title challenge which the mounted towards the end of last season and now they are following suit with many other top European clubs in trying to tap into the flourishing interest in football in Asia.

Seoul-based Infiniss will work with the club to appoint licensees for Tottenham Hotspur-branded goods and accessories, including developing a bespoke Tottenham lifestyle clothing range which is expected to launch in Korea later this year.

Infiniss has already appointed SJ Trend appointed to produce club-branded apparel with a sales focus on South Korea’s popular TV shopping channel market.

According to sports index Brandtix Tottenham’s brand value has increased by 5 per cent thanks to the stellar 2015/16 season performance. However the South Korean popularity can be largely attributed to the club’s forward Heung-Min Son. The South Korean international and Asian Footballer of the Year, enjoyed a successful season and as a result is the player with the highest percentage of positive social discussion in Brandtix’s index of the Tottenham team.

“It’s a smart move as football has a significant market in South Korea and Son has played a part in increasing Tottenham’s brand value there,” said Brandtix chief executive Jon Rosenblatt.

“It makes sense that Tottenham are focusing on South Korea. There are a lot of Premier League clubs looking at China with the expectation that it will permeate across the rest of Asia.”

Tottenham’s brand licensing manager, Gary Jacobson, said: “Infiniss has a proven track-record in this market, and the early addition of SJ Trend to our growing licensing portfolio in Far East Asia is an encouraging beginning to the partnership.”

Jason Lee, managing director of Infiniss, added: “We aim to work closely with Tottenham Hotspur to help it achieve its aim of bringing its Korean fanbase closer to the Club and to meet an increased demand for product in the region.”

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