Tottenham Hotspur Urges Broadcasters to Use Full Club Name in Official Communications

Tottenham Hotspur has reportedly asked broadcasters worldwide to refer to them by their full name or the commonly used nickname "Spurs," rather than simply "Tottenham." This request was detailed in an email titled "Tottenham Hotspur: Naming Update," which was circulated to Premier League rights-holders earlier this month.

Eagle-eyed viewers noticed a subtle shift in Sky Sports' coverage of Tottenham's recent clash with Manchester United. During the match, manager Ange Postecoglou was labeled as "Tottenham Hotspur Head Coach" instead of the previous "Tottenham Head Coach," signaling compliance with the club’s request. Similarly, the team lineup graphics referred to them as "Spurs" rather than just "Tottenham."

The club has maintained this stance since 2011, emphasizing that "Tottenham" refers to the area of North London rather than the football club itself. However, the recent reiteration of this naming preference aligns with their "remastered brand identity," which was officially introduced in November 2023.

A passage from Tottenham's "Brand Playbook" reinforces their naming policy: "In a world full of Uniteds, Citys, and Rovers, there is only one Hotspur—Tottenham Hotspur. When referring to the team or brand, please use 'Tottenham Hotspur,' 'Tottenham Hotspur Football Club,' or 'THFC.' Never refer to our club as 'Tottenham,' 'Tottenham Hotspur FC,' or 'TH.'"

While broadcasters have long used "Tottenham" as shorthand, the club's reminder aims to enhance the global presence of the Tottenham Hotspur brand and distinguish it from the surrounding area.

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