Tottenham Hotspur Partners With H.I.S. to Expand Commercial and Fan Engagement Strategy in Japan.

Roger Hampel

Image: Tottenham Hotspur

Tottenham Hotspur has announced a regional partnership with H.I.S., appointing the Japanese travel group as an Official Regional Partner for Japan through the end of the 2027/28 season. The agreement strengthens Tottenham’s commercial positioning in East Asia and reflects a broader industry shift toward travel- and experience-led partnerships as tools for international market development.

Japan as a Priority Commercial Market

Japan remains one of the most commercially attractive football markets in Asia, combining strong interest in European football with high consumer spending power and a mature outbound tourism industry. For Premier League clubs, the market offers long-term value beyond merchandise sales, particularly through travel, hospitality and live football experiences in the UK.

By partnering with H.I.S., Tottenham Hotspur gains access to a locally embedded operator with an established customer base and distribution network, allowing the club to translate brand affinity into tangible commercial activity linked to matchdays and stadium visits.

Experience-Led Partnership Model

The partnership is structured around experience-driven engagement. Planned activations include organised watch parties in Japan around key fixtures, premium travel experiences connected to Tottenham Hotspur Stadium and themed matchday events designed to resonate with Japanese supporters.

This model reflects a wider evolution in football partnerships, where clubs increasingly prioritise immersive fan interaction over logo placement, particularly in international markets where emotional connection drives long-term value.

Tottenham Hotspur Stadium as a Global Asset

Tottenham Hotspur Stadium sits at the centre of the partnership strategy, operating as more than a match venue. The stadium functions as a year-round commercial platform capable of hosting tours, cultural activations and premium experiences for visiting supporters.

The partnership also includes collaboration on sustainability-focused educational tours and conferences. While these initiatives are often communicated in environmental terms, they also serve a strategic branding function, reinforcing Tottenham’s positioning as a club associated with modern infrastructure, operational efficiency and long-term planning.