Tottenham Hotspur’s licensee day took its partners to its state-of-the-art stadium in North London to honour and chart forward its licensing programme.

On Monday (24 November), POC Member, Tottenham Hotspur, hosted its licensee day, bringing together all its partners of its wide licensing programme to share the vision for the club, network, and experience what the club can offer in person.

With POC in attendance, we bring you the highlights of the day:

Duncan Pass, merchandise and licensing director, opened the day, explaining that Tottenham is a global brand as well as a football club, and that is reflected in the success of its licensing programme. Since success on the pitch equates to success in stores and more sales of licensed products, the club’s sporting performance is inextricably linked to its licensing commercial success.

With 616 million fans globally, it is a global entertainment superpower, racking up more viewers than the Super Bowl, Monaco Grand Prix and the Wimbledon final combined.

And sustainability has become a core focus of the club. It is the “greenest club on the planet” said Duncan, with 59% of its fans arriving by train, and serving as an “engine of social impact” in its local community.

Gary Jacobson, head of licensing at Tottenham, continued this message, explaining that it is one of the most energy efficient stadiums in the world, and that they are a part of both UN Sports for Climate Action, and the UN Sports for Nature initiatives.

The majority of the food and catering for the stadium is locally sourced, it relies on 100% renewable energy, and has plans to be net zero by 2040.

Gary proudly added that Tottenham was the first football team to become a member of POC, and with 15 million licensed units sold between 2024-2025, this work is vital.

Where there is sporting success, there is licensing opportunities, and with 920 millioin homes reached, 97% of which are outside the UK, the scope is huge. Tottenham covers cradle to grave licensing, appealing to customers all the way from babies and tots, to the elderly.

When it comes to its licensing, Gary explained that it is seeing growth in its D2C and e-commerce channels, and as a result is beginning a new digital reach activation, utilising sponsored ads for licensed products on club channels, reaching the super engaged audiences directly.

International licensing is the biggest growth area, following where the club travels to and providing merchandise in those areas.

Samantha Valentine, senior brand marketing manager, then took us through the new visual branding of the club, the style guide and creative vision. She revealed that there will be new product and packaging guidelines being launched soon too.

We were then joined by special guests from the club, including the head of its academy, talking about its training structure and ethos for its youth, and Ledley King, former star player and club royalty for a Q&A.