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Tottenham Hotspur FC

Making London’s iconic new football stadium a Number 1 events location

The challenge laid down was to create an innovative strategy to promote Tottenham Hotspur Stadium’s venue spaces and experiences. The aim was to let London know that the new venue was more than just a football stadium.

“TYC’s methodology was innovative, thorough, well organised and ultimately successful and I would highly recommend their work to others”

Richard Isom - Commercial Manager


With football often correlated with hotdogs and concourses (not luxury private rooms and Michelin starred restaurants), TYC needed to challenge perceptions on stadium spaces so that brands and businesses would feel aligned to host fantastic parties and conferences there.


Following a creative day, consumer insight and global benchmarking it became clear there was a place in the market we could own. With our expertise in B2C brand strategy we put a twist on typical B2B approach – simplifying the offer to be corporate with a creative edge, aiming high for premium/tech savvy clients and succinctly advertising the vast range and top quality of all spaces and services available.


Focusing on ‘experience led’ and positioning as ‘extraordinary’ we repositioned the offer out of sports and into events. The team created a unique design template for their events offer. This included hand type for ambience, emotive photography as well as memorable repetitive copy to show each and every ‘extra’ choice available at the stadium.

B2C Brand Strategy

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