I’m just shocked’ – Tottenham Hotspur don’t want to be called Tottenham anymore

Tottenham Hotspur, a famous football club located in North London, is causing quite a stir with their recent request for how the media and broadcasters should refer to them. The club has made it clear that they no longer wish to be simply called ‘Tottenham’, insisting that they should only be referred to as ‘Tottenham Hotspur’ or the shortened version, ‘Spurs’. This move is part of a larger rebranding effort that includes changes to their club crest and the fonts used for their logos. These changes have left some people, especially long-time supporters and football experts, scratching their heads.

The request to be called ‘Tottenham Hotspur’ or ‘Spurs’ and to avoid simply being called ‘Tottenham’ has raised eyebrows in the football community. To some, this may seem like a trivial matter in the grand scheme of football, especially when Tottenham is facing a difficult season. The club is currently languishing in 13th place in the Premier League, and many believe that the club’s priorities should be more focused on improving their on-pitch performance rather than concerning themselves with their branding.

However, Tottenham is not the first club to focus on its branding in a bid to stand out in the crowded football landscape. In fact, many clubs have started to move away from geographical references in their branding, preferring to use the name of the club itself as the primary brand. For example, in cities with multiple clubs, such as Manchester and Sheffield, you would never just refer to a club as ‘Manchester’ or ‘Sheffield’—you would always include the full name or a recognizable nickname like ‘United’ or ‘City’. Tottenham, being located in North London, is keen to emphasize its identity as a standalone club with a rich history.

One of the more noticeable changes has been the rebranding of the club’s crest. In the past, the official crest included the full name of the club, ‘Tottenham Hotspur’, as well as a depiction of a cockerel standing on a ball. However, in the new rebrand, the full name ‘Tottenham Hotspur’ has been dropped from the crest altogether, and it now only features the cockerel. This move is part of a larger trend among modern football clubs to simplify their logos and make them more iconic and recognizable.

Along with the crest change, Tottenham has also introduced new fonts and logos that use ‘Spurs’ as the primary reference. Interestingly, the word ‘Tottenham’ is rarely used on its own in any official context. Instead, ‘Spurs’ has become the dominant name in marketing materials, and even the club’s official documents and communications have started to emphasize the use of the word ‘Spurs’ over ‘Tottenham’.

Another part of the rebranding involves the inclusion of the club’s founding year (1882) and the abbreviation ‘LDN’ for London in their new branding materials. This represents the club’s strong ties to its local community while also positioning itself as a modern, global brand. These changes are all aimed at aligning the club’s identity with the more commercial and globalized nature of modern football, where clubs are increasingly looking to create a distinct brand that resonates with fans worldwid

While the rebranding efforts may make sense from a marketing perspective, the decision to insist that broadcasters only refer to the club as ‘Tottenham Hotspur’ or ‘Spurs’ has left many people questioning the timing and appropriateness of the request. Long-time Tottenham fan and talkSPORT host Reshmin Chowdhury expressed her surprise and bewilderment at the decision, especially given the club’s current poor performance on the pitch.

For many Tottenham supporters, the club’s identity is tied to its roots in the Tottenham area of North London. The name ‘Tottenham’ has deep historical and cultural significance, and it represents the community from which the club emerged. To some, removing ‘Tottenham’ from the club’s public identity feels like an attempt to distance the club from its origins. Supporters are frustrated that the club is focusing on rebranding efforts instead of focusing on addressing the team’s struggles on the pitch.

In fact, Reshmin believes that Tottenham should be focusing its energy on improving its league position and competing at the highest level in Europe rather than making a fuss about how the media refers to the club. She argues that the focus should be on reclaiming the club’s former glory and establishing itself as a regular contender in the Champions League, rather than trying to change how people refer to them.

Despite the controversial nature of the request, the media has already started to comply with the new guidelines. In recent broadcasts, Tottenham has been referred to as ‘Tottenham Hotspur’ or ‘Spurs’, and league tables now list ‘Hotspur’ or simply ‘Spurs’ instead of just ‘Tottenham’. While this may be a small change, it highlights the growing importance of branding in the football world.

Some football fans have expressed frustration at the way clubs are increasingly prioritizing their brand over their actual footballing performance. They argue that clubs should focus more on achieving success on the pitch and less on their commercial appeal. The criticism is especially pointed given the current state of Tottenham’s season, where they are underperforming and struggling to find form in the Premier League.

The push for better branding is not unique to Tottenham. Many football clubs around the world are rethinking their approach to branding in order to attract more fans, sponsors, and global recognition. With the rise of digital media and global broadcasting, football clubs have become international brands, and their identities are being shaped not just by their performances on the pitch but also by how they present themselves off the pitch.

For example, Manchester United and Liverpool are two of the most globally recognized football clubs, and both have put significant effort into shaping their brands. While Manchester United continues to emphasize its historic success and global following, Liverpool has focused on building a brand that is synonymous with its passionate fan base and rich history. Both clubs have recognized the importance of branding in a modern footballing landscape where success is not just measured by trophies but also by commercial success and global reach.

Tottenham’s efforts to rebrand themselves are part of this larger trend, but the club’s timing has left some questioning whether this is the right moment to focus on image when the team’s performance is far from stellar. The request to drop ‘Tottenham’ and only use ‘Tottenham Hotspur’ or ‘Spurs’ is seen by some as a distraction from the real issues facing the club

Tottenham Hotspur’s recent request to broadcasters that they no longer be referred to as ‘Tottenham’ has sparked a significant amount of controversy and debate. While the rebranding efforts may make sense from a commercial perspective, the timing of the request has raised eyebrows, especially given the club’s underwhelming performance in the Premier League. For many fans, the club’s identity is deeply rooted in its local community and history, and distancing the club from its origins feels unnecessary and out of touch with the real issues facing the team.

At the end of the day, football fans care most about what happens on the pitch, and if Tottenham Hotspur wants to be taken seriously as a top-tier club, they must focus on returning to the heights they once reached. The club’s rebranding efforts may eventually pay off in terms of commercial success, but for now, many fans feel that the focus should be on restoring the team to its rightful place in English football rather than worrying about how they’re referred to in the media. Only time will tell whether this bold rebranding strategy will pay off or become a footnote in the club’s history.