Global bakery brand teams up with Premier League club to expand international presence
Paris Baguette, a subsidiary of SPC Group, has officially partnered with English Premier League football club Tottenham Hotspur. This strategic collaboration marks a significant step in Paris Baguette’s global sports marketing initiatives, aiming to strengthen its brand presence in key international markets.
Founded in 1882, Tottenham Hotspur is one of England’s most prestigious football clubs, boasting a strong domestic and global fan base. The club’s roster includes South Korean national team captain and Tottenham’s own captain, Son Heung-min, along with emerging talent Yang Min-hyuk and world-class players such as James Maddison, Dejan Kulusevski, Lucas Bergvall, and Archie Gray. Their performances have captured the attention of football enthusiasts worldwide.
By forging this partnership, Paris Baguette aims to enhance its global recognition, particularly in the UK, while strengthening its engagement with customers both domestically and internationally. The collaboration aligns with the brand’s ongoing efforts to expand its presence in Europe and other key regions.
Strengthening Global Market Presence
Currently, Paris Baguette operates over 600 stores across 14 countries, spanning Europe, the Americas, and Asia. As part of its expansion strategy, the company recently inaugurated its first European franchise in London’s Canary Wharf, a bustling urban hub known for its thriving business and retail environment.
Through this partnership, Paris Baguette gains access to Tottenham Hotspur’s vast network, including its players, stadium, and global fanbase. This will allow the brand to execute diverse marketing initiatives, leveraging the club’s high-profile status to engage with a broader audience.
One of the key aspects of this collaboration is the introduction of Paris Baguette Coffee at Tottenham Hotspur’s home stadium. This initiative will provide football fans with high-quality coffee during matchdays, enriching their stadium experience. Additionally, the partnership will see the development of exclusive media advertising content featuring Tottenham Hotspur’s star players, which will be shared across social media platforms and showcased in Paris Baguette’s international stores.
Exclusive Products and Customer Engagement
Paris Baguette also plans to launch an exclusive range of football-themed baked goods and merchandise. Fans can expect specially designed breads, cakes, and desserts inspired by the team and its players. Furthermore, customer engagement events will be introduced, offering opportunities to win match tickets and exclusive Tottenham Hotspur memorabilia.
Ryan Norys, Chief Revenue Officer of Tottenham Hotspur, expressed enthusiasm about the partnership, stating: “We are delighted to partner with an exciting, up-and-coming brand in Paris Baguette. This collaboration enhances our diverse food and beverage options on matchdays while also engaging our fanbase in Asia through dynamic and engaging content.”
Hur Jin-soo, CEO of Paris Baguette, shared similar excitement, highlighting the brand’s ambition to leverage the partnership for global growth: “I believe that partnering with the world-renowned Tottenham Hotspur provides a fantastic opportunity to showcase Paris Baguette’s exceptional taste and quality to customers in Korea, the UK, and beyond. By integrating sports and bakery culture, we strive to deliver new value and enjoyment to our global customers and football fans alike.”
