SportsMint Media

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.

The English football club, Tottenham Hotspur, have signed a landmark 12-year partnership with Sports Illustrated Tickets, appointing the U.S.-based ticketing and fan engagement company as the club’s official fan experience partner.

The deal positions the U.S.-based ticketing company as the inaugural member of The Collective, Tottenham’s new premium sponsorship tier, and stands among the longest commercial agreements in the club’s history.

The collaboration sees Sports Illustrated’s iconic storytelling and heritage integrated throughout Tottenham Hotspur Stadium. Central to the activation are two new spaces: Club SI, a 3,000-capacity premium hospitality area in the East Stand, and The Cover Club, a reimagined bar inspired by Sports Illustrated’s legendary cover archive.

Fans will also encounter “Defining Moments” displays across both premium and general admission zones, featuring classic Sports Illustrated photography and historic covers. Interactive features such as QR codes will unlock exclusive digital content, rewards, and behind-the-scenes stories, further enriching the matchday experience.

Commenting on the occasion, David Lane, CEO of Sports Illustrated Tickets, said, “This partnership with the Spurs is among the most significant milestones for Sports Illustrated Tickets to date. Since 1882, Tottenham Hotspur has been one of the most storied clubs in the world, and its passionate fans and world-class stadium align perfectly with Sports Illustrated Tickets as we continue to expand globally. Together, we’re excited to offer Spurs fans an enhanced experience that honors the Club’s heritage as only a Sports Illustrated company can. We’re thrilled to debut as the first member of The Collective and to help shape a new era for sports partnerships.”

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, added, “Partnering with Sports Illustrated Tickets is an incredible opportunity to bring the passion, energy, and stories that make this Club so special to life in new and engaging ways for fans across the globe and in the stadium on matchdays.”

The agreement extends across Tottenham’s men’s and women’s teams, while also covering the diverse schedule of events hosted at the stadium, including NFL fixtures, concerts, and other global sporting spectacles.

The American ticketing firm, which recently secured a $50 million credit facility to fuel its growth, views the long-term partnership as a strategic entry point into European football. For Tottenham, the 12-year commitment represents a bold step in redefining stadium hospitality and deepening engagement with its global fan base.

The English football club, Tottenham Hotspur FC have announced a new partnership with Paris Baguette, a leading global bakery and café chain.

Under the agreement, Paris Baguette has become the club’s official coffee and bakery partner.

This partnership will significantly enhance the matchday experience for fans at the Tottenham Hotspur Stadium by integrating high-quality Paris Baguette coffee into the food and beverage offerings.

A key focus of the collaboration will be to drive global brand awareness for Paris Baguette, particularly in key Asian markets. This will be achieved through exciting fan activations, engaging social media campaigns, and exclusive giveaways.

Commenting on the partnership, Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said, “We are delighted to partner with an exciting, up-and-coming brand in Paris Baguette, further adding to our diverse range of food and beverage options on matchdays, and engaging our fanbase in Asia through exciting and engaging content.”

Hur Jin-soo, CEO of Paris Baguette, added, “I believe that partnering with the world-renowned Tottenham Hotspur offers a great opportunity to showcase Paris Baguette’s exceptional taste and quality to customers in Korea, the UK and also worldwide. Through this partnership with sports and bakery, we will strive to deliver new value and enjoyment to our global customers and fans.”

This strategic partnership marks a significant step for Spurs and Paris Baguette, fostering a mutually beneficial relationship that promises to deliver exciting benefits for fans and strengthen both brands globally.

A part of SPC Group, Paris Baguette operates in over 4,000 restaurants globally. The chain has recently expanded its global footprint with the launch of cafes in London and has previously partnered with the French football club, Paris Saint-Germain (PSG).

This alliance follows a series of recent corporate partnerships for the North London club, including agreements with Tiger Beer, FURSYS GROUP, Fuji Kizai, Kraken, BetMGM, Citygreen Sports Group, bp, and Castrol.

The Premier League (PL) club, Tottenham Hotspur FC have inked a new sponsorship agreement with Tiger Beer, a leading global beer brand.

With this deal, the brand has been named the club’s official international beer partner. Throughout the multi-year agreement with Spurs, Tiger Beer will seek to establish its brand in the UK football industry by establishing a link between Asia and the UK for football fans in both areas.

Tottenham is Tiger Beer’s second PL partnership, after Manchester United‘s pact earlier this year. Notably, back in 2022, the beer brand also roped in Spurs’ skipper Heung-Min Son as its brand ambassador.

Ryan Norys, Chief Revenue Officer of Tottenham Hotspur, said, “It is fantastic to be partnering with another industry-leading brand in Tiger, with the aim of engaging our fans in Asia through unique experiences aimed at bringing people together through the power of football.”

Tiger Beer will also seek to supplement Spurs’ increasing Asian audience, which has more than 195 million followers in the region.

Tiger Beer reaffirmed its commitment to providing fan experiences for Spurs fans, citing findings from a recent poll of 2,000 football fans, in which nearly three-quarters believe fan activities are critical to unifying followers of their preferred team. These will include activations, opportunities to see the squad practise, and special training and coaching experiences.

The Premier League (PL) club, Tottenham Hotspur FC have inked a partnership with Salesforce, the world’s leading AI CRM.

As part of the deal, the brand has been named the club’s new official CRM partner.

The team will collaborate with Salesforce to improve the fan experience throughout all digital touchpoints internationally, offering best-in-class customised interaction using the AI-powered Salesforce Platform.

The club keeps embracing the latest technologies available to improve the fan experience, whether it’s providing the first fully cashless stadium with 100% wireless and mobile connectivity or world-class media production amenities at its Training Centre, which includes an XR stage.

The Salesforce platform, with Data Cloud at its heart, will allow the club to consolidate its IT systems, connect data from sales, marketing, and service, and provide the groundwork for AI to accelerate decision-making and predict future fan requirements.

Leveraging Salesforce’s worldwide connection with F1 and initiatives to increase fan interaction, the business will also become the Official CRM Partner of F1 DRIVE – London at Tottenham Hotspur Stadium, the world’s first indoor karting experience. Tottenham Hotspur, Salesforce, and F1 will collaborate to engage local youngsters in motorsport and promote career prospects in engineering and software development.

Salesforce will also assist the unit in its broader revitalisation efforts in London N17 by offering programs for training and upskilling residents to enhance their knowledge of technology and job opportunities.

Rob Pickering, Chief Technology Officer, Tottenham Hotspur, said, “This innovative partnership will see the integration of Salesforce’s industry-leading software to create tailored, enriched digital experiences for our ever-growing fanbase. Importantly too, the partnership will be driven by purpose, with the delivery of vital STEM education to our local young people through Salesforce’s expertise and leadership in its field.”

Zahra Bahrololoumi CBE, CEO UK&I, Salesforce, said, “We’re delighted to be deepening our valued partnership with Tottenham Hotspur to power its digital transformation, leveraging CRM, data, and AI to connect with its global fanbase in a whole new way. Salesforce has been at the forefront of values-led innovation for a quarter of a century and is now driving forward the third wave of autonomous AI with Agentforce. This year we opened our first AI Centre in London and I’m especially proud to be working with the Club to provide critical digital skills training and upskilling opportunities.”