Create a rallying cry for fans that re-engages their passion for the club. Remodel our membership offering and create a unique brand identity that’s true to the spirit of Spurs and sets us apart from other clubs.
Research identified many conflicting existing membership offerings, names and visual routes. We recognised in a world full of Uniteds, Citys and Rovers, there is only One Hotspur. We brought all existing memberships in under the name ‘One Hotspur’, we imagined a new logo and identity that spoke to fans’ lifelong passion and dedication to the club that worked in harmony with the iconic club badge and we remodelled the offering to create a world class club membership with clear tiers and benefits.
One visual identity and a system for members to feel at home, the new logo and brand was applied successfully to each touchpoint and meant that fans felt they belonged and the marketing team could build on the exsiting database and amplify the offering to gain new members all over the world.