TA: Tottenham reverse policy, now embrace the name "Tottenham"

According to The Athletic, Tottenham Hotspur is re-embracing the name "Tottenham."

Since the new season, the club has displayed the slogan "This is Tottenham" on external screens outside the stadium, reemphasizing the connection between the name and the club's identity.

In November 2024, Tottenham launched a new brand identity and issued a brand manual instructing external parties to refer to the club as "Tottenham Hotspur," "Tottenham Hotspur Football Club," or "THFC," explicitly prohibiting use of "Tottenham" alone. Notably, "Tottenham" is the name of the team's local area.

In February 2025, the Premier League sent an email to broadcasters requesting adherence to these naming guidelines. Subsequently, broadcasters like Sky Sports gradually switched to using "Tottenham Hotspur" or "Spurs" as the on-screen identifier during matches. However, this confused some fans, as "Tottenham" had long been the familiar and widely used abbreviation for the club among supporters.

The report indicates that over the past few months, Tottenham has begun adjusting its approach, placing greater importance on fan feedback and their sense of belonging to the local community. This summer, the club relaunched its Hall of Fame, introduced legacy numbers for the women's team, and released a short film titled "Tottenham 'Til I Die" to emphasize the club's historical ties to the community. On September 22, Tottenham officials met with the Fan Advisory Board, where representatives welcomed the club's renewed use of the name "Tottenham."

It remains unclear whether Tottenham will formally revise the naming guidelines previously sent to broadcasters, so future Premier League broadcasts may still feature "Tottenham Hotspur" or "Spurs." However, in the club's own promotions and fan communications, Tottenham is now comfortable using the name "Tottenham." Having played in the Tottenham area since 1882, the club aims to reinforce its connection with the local community through this renewed emphasis.

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