From Local Rivalry to Global Business: Arsenal, Tottenham, and the Commercial Power International Derbies.

Roger Hampel

Following the official announcement of the first-ever Intercontinental North London Derby between Arsenal and Tottenham in Hong Kong, we take a deeper look into the strategic value of the match, the commercial opportunity in Asia, and what this means for the global evolution of football's biggest rivalries.

The match, set for July 31, 2025, will be played at the newly constructed Kai Tak Stadium (50,000 seats), headlining the Hong Kong Football Festival 2025. It will mark the first time that Arsenal and Tottenham meet outside the United Kingdom – a powerful symbol of how local rivalries are becoming export products.

Globalisation Of Derbies: From Las Vegas To Riyadh To Hong Kong

In recent years, derbies and classics have become powerful commercial assets for leagues and clubs. El Clásico between Barcelona and Real Madrid was played in Las Vegas in 2022, drawing over 60,000 fans to Allegiant Stadium. Meanwhile, the Spanish Super Cup moved to Saudi Arabia under a €30 million per year agreement. These matches deliver record attendance, global broadcast reach, and high-value sponsor exposure.

With the Intercontinental North London Derby, the Premier League follows suit. By bringing one of English football's most storied rivalries to Asia, Arsenal and Tottenham gain direct access to one of football’s most passionate regions.

Asia: The Premier League's Strategic Frontline

Over 50% of all Premier League fans are based in the Asia-Pacific region. Southeast Asia alone accounted for 386 million viewers during the 2021/22 season. For the first time ever, overseas broadcast rights (£5.3 billion) have surpassed domestic UK rights. Asia is not just a growth market – it's now the beating heart of global football consumption.

Hong Kong has long been one of the Premier League’s most loyal international markets. In 2017, 50,000 tickets for the Premier League Asia Trophy sold out in under 24 hours. With the opening of Kai Tak Stadium and growing government support for sport-driven tourism, Hong Kong is aiming to position itself as Asia's new hub for elite football events.

Arsenal And Tottenham In Asia: Fanbase, Tours, Activation

Arsenal and Tottenham are among the most-followed English clubs across Asia. Arsenal's global fanbase was estimated at 112 million as early as 2005, with major popularity in markets like Malaysia, Japan, Singapore and China. The Gunners toured Hong Kong in 2012 and have maintained a strong digital presence in the region since, including being the first EPL club to launch on TMall (Alibaba). By 2014, Arsenal had over 4 million fans on Weibo and WeChat.

Tottenham's rise in Asia has been fuelled by both strategy and star power. Spurs currently estimate over 180 million global fans, with 80 million in Asia – including 45 million in China alone. Their main shirt sponsor, AIA, is headquartered in Hong Kong, and the club has regularly activated across the region. Notably, a 2017 post-season match in Hong Kong with Kitchee SC (27,568 attendance) led to the renewal of the AIA partnership. Spurs are now the most-followed EPL club on TikTok (24M+ followers).

What The Clubs Stand To Gain

Organising a derby of this scale in Hong Kong creates direct business value:

• Fanbase engagement through matchday experience, meetups, and youth programs

• Sponsor activation with both global and regional partners (e.g. AIA, Emirates)

• Merchandise sales and e-commerce via platforms like TMall, JD, and local partners

• Global media coverage and broadcast visibility in high-value time slots

• Long-term brand growth in Asia-Pacific