case study
Hotels.com & Tottenham Hotspur
Reaching new markets with unforgettable stays
00 year
partnership from 2018 - 2022
00bn
exposure globally as part of the Premier League's broadcast
00m
reached through Tottenham Hotspurs' social channels
the background
the background
Welcoming hotels.com to London as Tottenham Hotspur sponsor
Hotels.com kicked off a game-changing partnership with Premier League’s Tottenham Hotspur, becoming the club’s Official Accommodation Partner. This strategic collaboration wasn’t just about brand visibility – it was about creating unforgettable experiences for football fans.
Working closely with Hotel.com, we aligned their London ambitions with the unmatched passion of Tottenham Hotspur’s fans.
client
brief
As Hotels.com prepared to open their new London headquarters, the digital booking brand were looking to make a move that would help to cement their position in the UK capital and drive brand awareness. In London’s competitive travel industry, they needed to stand out.
They wanted to move beyond traditional advertising and connect with customers in a more engaging, emotional way – through their love of sport. Finding the right sport, and then club, was key.
brand-first
approach
We developed a high-impact sponsorship approach, working with Hotels.com to develop a global partnership with Premier League side Tottenham Hotspur for three key reasons:
- London alignment: Based in the heart of north London, as Tottenham Hotspurs started the season in their new state of the art stadium, partnering with Tottenham would provide Hotels.com with an exclusive location for money can’t buy experiences to drive customer acquisition campaigns in their new home city.
- Integrated brand presence: Hotels.com became unmissable. Digital boards, in-stadium screens, and the club’s official channels ensured constant exposure. As an official club partner, the brand could also leverage Tottenham’s fan database to share exclusive offers, including access to the Hotels.com loyalty programme.
- Digital First Approach: As a digital-first business, Hotels.com could drive awareness throughout the football season by sharing club-branded content with Tottenham’s 42m social media followers.
insights &
Impact
The partnership served as an extension of the company’s sponsorship with the UEFA Champions League, giving the travel booking brand extensive marketing rights, while also providing unique access to a multi-purpose entertainment venue in their new home city.
Hotels.com broke into London’s market, becoming a go-to choice for football fans looking to book their next trip, with Tottenham Hotspur actively engaged with Hotels.com’s promotions, driving clicks, shares, and bookings.
The partnership translated into real business growth, with more football fans choosing Hotels.com for their travel needs.
We’re unable to share exact results due to confidentiality.
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