NFL chief admits Spurs are trying to grow their brand with ‘mini Super Bowl’
Ever since it opened its doors in 2019, the Tottenham Hotspur Stadium has been a leading venue in the UK when it comes to the increasing popularity of the NFL in this country. Now, the NFL UK general manager Henry Hodgson has revealed how the collaboration with the club has worked.
More than just a football stadium
The Tottenham Hotspur Stadium is now preparing to host its tenth NFL game, as the Chicago Bears face Jacksonville Jaguars on Sunday afternoon in London.
Since the venue was first opened, it has not only become one of the best footballing stadiums in the world, but has also hosted NFL games, music concerts, boxing events, and even has a tie-in with Formula One.
Suffice to say, the stadium has been a money-making machine for Tottenham, but it’s about more than that for the Spurs board, as they look to put the club on the map in more ways than one.
A shared vision
Discussing the collaboration between Tottenham Hotspur and the NFL, Henry Hodgson explained how the club is pushing to increase brand recognition and help make the American sport a staple of English sporting society.
He told Sky Sports: “We’re looking to create that mini Super Bowl in London whenever we play here. The Tottenham Hotspur Stadium helps us do that. The vision came together for this to be a multi-purpose stadium for Tottenham Hotspur primarily, but also for the NFL.
“To have our field here, to have our locker rooms here, to have a base here, and because of that it means we do all these things like flag programmes and our games. We have everything we need for it to be super successful and it’s testament to the vision.
“One of the things we wanted to do is make sure we have a stadium that had everything we wanted and that was a great venue for us to play NFL games in, but this is just now a different level and the partnership we have had with Spurs has been incredible.”
He added: “Spurs have been on board since day one. It was a shared vision for Tottenham to create this incredible facility that could be shared by the NFL.
“I think through the process there have been some learning experiences on both sides, but it’s a true partnership and there are lots of pieces to it as we look to grow our brand and they equally look to grow the Tottenham brand.”
Spurs need to avoid distractions
It is fantastic that the Tottenham Hotspur Stadium has become a real hub for NFL activity, but the club must be careful not to get distracted from the main goal, which is to build a successful football club that can compete for trophies. Hopefully the two can go hand in hand.
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