Tottenham Hotspur Football Club launched their Tmall store today for Chinese fans to easily purchase official merchandise, becoming the second football team to launch an official store on this platform.
Tmall is the most popular B2C e-commerce platform in the Far East region and is owned by the Alibaba group. The Tmall store will provide a wide range of products available on its platform in a variety of currencies, including Under Armour replica kit and other official merchandise.
With Spurs’ following in the region continuing to grow, the Tmall store is the latest in a line of digital initiatives aimed at further engaging this fanbase. Earlier this year, the Club launched a Chinese-language website and created a Chinese New Year micro-site to celebrate the festival.
Chinese fans are already very excited about the launch of the Tmall store, with one Chinese fan commenting “It’s great to see that Spurs has launched their official website and followed this up with the Tmall store. I can now easily buy the Spurs jersey without the translation tools. Come on your Spurs!”
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