KORE Software partners with Tottenham Hotspur to manage their partnership rights and generate data and insights.

New York, NY| September 13, 2021 - Tottenham Hotspur, one of the most popular Premier League clubs in the world, extended their partnership with KORE Software through 2024. This continuation enables the Club to further leverage KORE’s activation platform to manage and track delivery of contractual rights of the Clubs’ commercial partners. As more European football clubs strive to be more efficient by centralizing their data and monitoring their partners’ sponsorship performance, Tottenham Hotspur are leveraging technology to help separate them from the pack. 

Challenge:

Prior to engaging with KORE, the Club would manually track the rights delivery across their many partnerships, something familiar to the largest rights holders around the world. This manual effort would pull resources away from other tasks, but centralizing their data has empowered the partnerships team to become more proactive, helping them better service their partners. 

“The use of KORE products means we are able to more effectively manage our partnerships inventory as well as track our rights delivery more efficiently.” – Fran Jones, Head of Partnerships, Tottenham Hotspur. 

Solution/Key Outcomes:

The partnerships team at Tottenham Hotspur leverages KORE for two main reasons: to track their sponsorship delivery across all commercial partnerships and to ensure their partners’ sponsorship objectives are being met. The lift in technology encourages more efficient business operations, especially during the COVID-19 pandemic where collaboration between the Club and their partners to pivot on strategy and creatively adapt on asset activation was essential. As their partners’ objectives change year-over-year, the Club can now provide near-real time recaps to ensure key results are achieved. If a partner’s main objective is to increase their brand awareness in the marketplace through the Club’s channels, the Club can report back to their partner in an efficient manner, providing key results and YTD performance metrics. 

An additional benefit of KORE’s platform is that it can operate as a standalone application, benefiting organizations that do not need to adopt a CRM system or a new layer on top of an existing CRM. As part of this application, Tottenham Hotspur works directly with their partners to track their asset delivery, as detailed as by a “per-event” basis. Tottenham Hotspur Stadium hosts not only football matches, but also American NFL games, music concerts and other forms of live entertainment. Partners can work with the Club on which sponsorship assets would bode well with their messaging, especially as it pertains to specific business objectives.

“The platform also allows us to have an overview of inventory sold and inventory available which also supports our partnerships sales process. We continue to receive excellent support from the KORE services team and look forward to working with them in the coming years.” – Fran Jones, Head of Partnerships, Tottenham Hotspur. 

If creating sponsorship recaps takes you countless hours, keep reading.