Thomson Holidays signs up with Spurs

Thomson Holidays is to extend its £2.5m a year sponsorship deal with Premiership football club Tottenham Hotspur.

Thomson Holidays is to extend its &£2.5m a year sponsorship deal with Premiership football club Tottenham Hotspur.

The deal represents a significant coup for the North London club, after Manchester City signed rival travel company Thomas Cook in a three-year deal for just &£2m in the summer, although this did not include the home shirt sponsorship (MW August 7).

Industry sources say that Thomson, which is the flagship brand for German-owned holiday company TUI UK, has taken advantage of an option in its contract for an extension to its previous &£5m, two-year deal.

TUI has pursued a sponsorship-based marketing strategy for Thomson since last year, when it curtailed the division’s television advertising spend (MW May 2, 2002). Most recently, the company has signed up as a sponsor for dating event organiser Chemistry.

A TUI insider says sponsorship deals help the company to target consumers other than those who would be generally attracted to the high street Thomson brand. In particular, Thomson is targeting young and affluent career people in their late 20s and early 30s, as well as “young at heart” travellers aged between 45 and 54.

In January, TUI handed its &£11m advertising account to BMP DDB (MW January 9).

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here