Arsenal and Tottenham to Stage Intercontinental North London Derby in Hong Kong as Part of Global Expansion Strategy.

Roger Hampel

Photo Credit: Tottenham Hotspur

Arsenal FC and Tottenham Hotspur have jointly confirmed that they will face off in Hong Kong on July 31, 2025, as part of their preparations for the 2025/26 season. The fixture marks the first North London derby ever staged outside the United Kingdom, and will be played at the newly opened Kai Tak Stadium, a 50,000-seat venue inaugurated in March 2025.

The event will headline the Hong Kong Football Festival 2025, positioning both clubs at the forefront of the growing commercialization of pre-season fixtures in Asia.

Strategic Value for Club Brands in Asia-Pacific Arsenal Tottenham Hong Kong

The announcement reflects a clear intent from both clubs to deepen their commercial and fan engagement strategies in the Asia-Pacific region, one of the most important growth markets in global football. For Arsenal, the match will be their first return to Hong Kong since 2012. For Spurs, the tour builds on previous international activations in the region with a continued focus on fan loyalty, youth development, and commercial partnerships.

With both clubs reporting strong international followings—particularly across Southeast Asia—this event provides valuable in-market exposure for key sponsors, merchandise operations, and digital engagement efforts.

Pre-Season Fixtures as Commercial Assets

In recent years, pre-season matches have evolved beyond training opportunities into high-value commercial activations, involving:

• Global media rights packaging

• On-site fan engagement programs

• Sponsor activations and co-branded campaigns

• Retail and merchandise localization

  
  

The match is part of a wider trend among top European clubs to position pre-season tours as integral components of their global business strategy.

Richard Garlick, Managing Director at Arsenal, commented:

“It’s great to be back with our first team squad after 13 years, and gives us the opportunity to meet so many of our fantastic supporters in the region again.”

Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, emphasized the wider commercial opportunity:

“To play this fixture in Hong Kong will be a huge occasion for our passionate fanbase across Asia, as well as providing ideal preparation for the team ahead of the new season.”

Community Engagement and CSR Integration

Both clubs have also announced community-facing initiatives alongside the match. Tottenham will deliver football development sessions through its Global Football Development coaches, along with charity activations and local culture events, supported by AIA, the club’s Global Principal Partner.

Arsenal has yet to publish detailed programming but is expected to follow its standard pre-season engagement model, including media access, fan events, and youth clinics.

Hong Kong as an Emerging Football Destination

The choice of Kai Tak Stadium for the derby highlights Hong Kong’s growing ambition to position itself as a regional hub for international sporting events. With state-of-the-art facilities and increasing political backing for sports-led tourism, Hong Kong is aiming to attract top-tier fixtures and training camps ahead of the 2026 FIFA World Cup and other major events.