Something weird is going on at Tottenham Hotspur, and it has nothing to do with their form on the pitch. A leaked email has revealed that the club is asking TV broadcasters to either refer to them by their full name, Tottenham Hotspur, or just Spurs—but not simply Tottenham.
If that sounds odd, it’s because for decades, football fans, pundits, and even official broadcasts have casually called them Tottenham without issue. So why the sudden push to ditch the shorthand name?
It turns out that the club is looking to distinguish itself from the area of London it calls home. In a memo sent to Premier League broadcasters, Tottenham made it clear they no longer want to be called just “Tottenham” during TV coverage.
And if you were watching their recent match against Manchester United, you might have already noticed the change. During the broadcast, manager Ange Postecoglou’s official title was displayed as “Tottenham Hotspur Head Coach”—a small but noticeable shift from the usual “Tottenham boss.”
This whole situation came to light when The Athletic reported on an email sent out on February 10 titled “Tottenham Hotspur Naming Update.” The club’s message was simple:
“Tottenham Hotspur have provided clarification regarding the club’s name. They have requested that the club be primarily known as Tottenham Hotspur, with Spurs being the preferred short version. The club has requested that they are not referred to as Tottenham.”
Dig a little deeper, and this actually aligns with their Brand Playbook, which states:
“In a world full of Uniteds, Citys, and Rovers, there is only one Hotspur, Tottenham Hotspur.”
The document goes even further, explicitly stating:
“When referring to the team or the brand, please use ‘Tottenham Hotspur,’ ‘Tottenham Hotspur Football Club,’ or ‘THFC’. Never refer to our Club as ‘Tottenham’, ‘Tottenham Hotspur FC,’ or ‘TH’.”
It’s clear that the club is making a serious effort to reinforce its identity.
The timing of this move raises a lot of eyebrows. Tottenham Hotspur have always had a strong connection to their North London roots, but their brand identity has never been in question—until now.
One possible explanation is that the club wants to stand out more on a global stage. In an era where football teams are becoming massive international brands, having a distinct name might help with recognition and marketing. The logic? When someone says “United,” you might think of Manchester United. When someone says “City,” Manchester City comes to mind. But “Tottenham”? That’s also a place in North London. “Tottenham Hotspur,” however, is unmistakable.
