Tottenham Hotspur have expanded their commercial footprint with two major announcements, unveiling a new partnership with Elithair while extending its long-running agreement with Coca-Cola.
The moves reflect the Premier League club’s intent to diversify its partner portfolio and deepen its ties with globally recognised consumer brands.
Spurs have named Elithair as their official hair treatment partner. Elithair is one of the world’s largest hair transplant providers, operating advanced medical centres in Istanbul, Germany, the United Kingdom and Dubai. The partnership will give Elithair strong brand visibility across Tottenham Hotspur Stadium, supported by a campaign themed around confidence and family connection.
Speaking on the occasion, Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said, “We are proud to partner with Elithair, a brand that has demonstrated undisputed global leadership in its field. As the world’s largest hair transplant clinic, we could not have chosen a better partner than Elithair to engage our fanbase through a mission to inspire self-confidence and offer globally recognised clinical treatment practices.”
Dr Abdulaziz Balwi, Co-Founder and Medical Director of Elithair, added, “Partnering with an iconic Premier League club like Tottenham Hotspur is a monumental step for Elithair. It demonstrates the trust and authority we have built through our world-class expertise and international facilities in Istanbul, the United Kingdom, Germany and Dubai. This collaboration allows us to bring the same level of commitment and excellence seen at a Premier League level to every patient in the UK.”
In a separate update, Tottenham Hotspur confirmed the extension of their partnership with Coca-Cola through the 2027-28 season. Coca-Cola, the global beverage company, will continue as the club’s official soft drinks partner for both the men’s and women’s teams. The agreement secures full product availability inside the stadium, spanning Coca-Cola Original Taste, Coca-Cola Zero Sugar, Diet Coke, Fanta, Sprite, and Dr Pepper. The renewal carries an expanded focus on the women’s team, aligning with Coca-Cola’s broader global commitment to women’s sports.
Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said, “Our partnership with Coca-Cola has brought together two globally recognised brands in their respective fields. We are thrilled to be extending this partnership with a renewed focus on empowering the continued growth of our women’s team and engaging with fans.”
Javier Meza, President Marketing Europe, Coca-Cola, added, “Tottenham Hotspur is an iconic club that we’ve had the privilege of working closely with over the past three years. We’re excited to continue our valued partnership, with both the men’s and women’s teams, to share moments of refreshment and enjoyment with Spurs fans in London and beyond.”
Both announcements underline Tottenham’s drive to strengthen its commercial ecosystem. Elithair adds a specialised lifestyle and medical category to the club’s slate, while Coca-Cola reinforces Spurs’ partnerships with high-reach consumer brands. The deals come as part of a wider commercial run for the North London club, following recent agreements with AIA, Paris Baguette, Tiger Beer, FURSYS GROUP, Fuji Kizai, Kraken, BetMGM, Citygreen Sports Group, bp, and Castrol.