Tottenham Hotspur to revamp commercial strategy

Tottenham Hotspur has parted ways with its commercial chief Tracey Keenan as it looks to overhaul how it strikes global deals with potential sponsors.

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Spurs’ execs are rethinking how they build the club’s global brand.

Keenan leaves the role as head of global partnerships after just over a year at the North London club. She is said to have been dismissed by chief executive Daniel Levy after failing to hit revenue targets according to a source close to the matter.

The biggest deal she brokered during her tenure was Spurs’ one year tie-up with Hewlett Packard. The Premier League outfit is lagging behind rivals such as Liverpool and Arsenal in the commercial arena, despite its growing global profile. Tottenham generated £144m in revenue last year, while their North London rivals Arsenal made £245m.

Tottenham is now reassessing how it builds its brand globally with the club looking to expand its presence in emerging markets such as North America.

A spokesman for the club says: “We have decided to revise the way in which we handle commercial partnerships, in order to ensure we are positioned to take advantage of the growing sectors and opportunities for partnership and the increased media rights now arising.”

Keenan, who has held commercial roles at AEG Europe, News International and Wasserman Media Group, was hired last May after the club parted ways former Locog marketing executive Charlie Wijeratna.

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