Tottenham Hotspur Wants to Be Not Called Tottenham

Mar 2, 2025

by Chris

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Official Naming Request: Tottenham Hotspur has requested broadcasters and publications to avoid referring to the team simply as "Tottenham," preferring "Tottenham Hotspur" or "Spurs."
Part of Brand Initiative: The naming policy is part of a larger brand identity initiative launched in November 2024, emphasizing the uniqueness of the "Hotspur" name.
Implementation Observed: Changes reflecting the new naming preference have already been observed in broadcasts and on the Premier League website.

In a move that has surprised fans and media outlets alike, Tottenham Hotspur Football Club has formally requested that broadcasters and publications refrain from referring to the team simply as "Tottenham."

Tottenham Hotspur Issues Brand Identity Guidelines: "Don't Call Us Tottenham"

According to internal communications recently circulated to Premier League broadcasters, the north London club has made it clear they wish to be known exclusively as either "Tottenham Hotspur" or "Spurs" in all official coverage.

The directive, which came to light in February, explicitly states: "They have requested that the club are primarily known as Tottenham Hotspur, with Spurs being the preferred short version. The club have requested that they are not referred to as Tottenham."

Tottenham Removes Name From Logo

Nov 18, 2024

This naming policy appears to be part of a broader brand identity initiative launched by the club in November 2024. The comprehensive "Brand Playbook" developed as part of this remastering effort includes specific language guidelines that emphasize the uniqueness of the Hotspur name in football.

"In a world full of Uniteds, Citys and Rovers, there is only one Hotspur, Tottenham Hotspur," the club's brand guidelines state. "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'."

The impact of these guidelines has already been observed in broadcast coverage. Sharp-eyed viewers noticed changes in Sky Sports' graphics between January and February matches. While January broadcasts labeled the team as "Tottenham" in graphics and chyrons, February coverage switched to either "Tottenham Hotspur" or "Spurs."