Business Objectives

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Tottenham Hotspur are one of the most highly regarded football clubs in the world, yet in China it is considered a second tier followed team. They wanted to invest in a holistic digital stagey to develop a new band of followers, targeting a new generation of fans who would grow with the club.

Our Approach

Mailman was commissioned with developing the China digital strategy in 2014, and still remains today. The strategy has been to develop a very Chinese communication plan, driven with fan ambassadors, viewing parties and celebrating the ‘Spurs way’ of football. Mailman has developed social media across WeChat, Weibo, DouYin, managed tour activation and now e-commerce.

Results

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Top 7 team across Red Card report in China
3m Followers across Weibo
Top 10 engagement across all football clubs