SBD/July 23, 2014/Franchises

Toronto FC-Tottenham Exhibition Highlights Partnership, With More Promotions Expected

Tonight's exhibition match at BMO Field between Toronto FC and EPL club Tottenham Hotspur "is the highest-profile example of a joint venture that will help both clubs," but MLSE Chief Commercial Officer Dave Hopkinson said that there will soon be "more signs of the collaboration," according to Morgan Campbell of the TORONTO STAR. The partnership began when TFC signed F Jermain Defoe from Tottenham, and in the course of negotiations, the deal "grew to include a variety of in-kind perks in addition to cash, like a four-year advertising and marketing agreement." Hopkinson said that MLSE execs and sponsors "have already visited Spurs’ operations in London." Tottenham gear "is already for sale at the Sport Chek apparel store at Maple Leaf Square." Hopkinson said that the two sides are "working on a deal to feature TFC jerseys this season" at Tottenham's White Hart Lane stadium. For Tottenham, the deal with TFC "provides an entrée into a lucrative pool of North American consumers." While a non-EPL jersey sponsorship with China-based insurer AIA "gives Spurs traction in Asia, working with TFC provides both insight into the North American market and lessons Spurs can apply to business back in London, where it hopes to open" a new stadium in '17. Tottenham Exec Dir Donna-Maria Cullen said, "We’re already a global brand but it’s a fantastic opportunity to grow it further, and to grow it in this part of the world" (TORONTO STAR, 7/23).
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