Expanding its European and global reach through a sports marketing initiative.

• Partnership with the Premier League club featuring Son Heung-min and rising star Yang Min-hyeok.
• Aims to raise global brand awareness, particularly in the UK and Europe, and improve customer engagement.
• Initiatives include selling coffee at the home stadium, launching related products, and creating merchandise.
• “Combining sports and bakery to deliver new value and enjoyment.”

PARIS and SEOUL, South Korea, Jan. 7, 2025 — SPC Group’s Paris Baguette has formed an official partnership with Tottenham Hotspur Football Club to advance its global sports marketing strategy.

Established in 1882, Tottenham Hotspur is a renowned football club based in London with a large and dedicated fan base worldwide. South Korean national team captain Son Heung-min, also Tottenham Hotspur’s captain, along with promising newcomers like Yang Min-hyuk and other top players such as James Maddison, Dejan Kulusevski, Lucas Bergvall, and Archie Gray, are key players.

Paris Baguette anticipates this collaboration will significantly enhance brand visibility in key global markets, including the UK, and strengthen communication with its customers internationally and domestically.

Currently, Paris Baguette operates over 600 stores across 14 countries in Europe, the Americas, and Asia. Recently, the brand launched its first European franchise in London’s Canary Wharf, a bustling commercial center.

This partnership provides Paris Baguette with access to the team, players, and stadium for a range of marketing activities. The company plans to sell Paris Baguette coffee at Tottenham Hotspur’s home stadium and create promotional materials featuring key players, which will be shared across social media and in global stores. Paris Baguette also plans to launch new products and merchandise featuring the team and players, including breads, cakes, and desserts, as well as customer events offering chances to win match tickets.

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, commented: “We are thrilled to partner with an exciting, emerging brand like Paris Baguette, adding to our diverse food and beverage offerings on matchdays and engaging our Asian fanbase with exciting content.”

Paris Baguette CEO Hur Jin-soo stated, “Partnering with the globally recognized Tottenham Hotspur presents a significant opportunity to showcase Paris Baguette’s exceptional taste and quality to customers in Korea, the UK, and worldwide. Through this collaboration, we aim to deliver new value and enjoyment to our global customers and fans.”

 

SOURCE Paris Baguette