It’s no secret Americans love their own sports – look no further than our obsession with calling ourselves “world champions” of sports that barely have a presence outside of the country. So it’s no wonder there’s major buzz around the many young Americans who are turning their attention to the world’s largest sport, soccer. Taking notice of this boost in soccer passion and these Americans’ search for the perfect team to call their own, European clubs are clamoring to cross the seas in pursuit of winning over these newly willing fans.
Enter London-based club Tottenham Hotspur. With a new London stadium in the works and a fresh kit to match ahead of the 2018-19 season, the Premier League team set its eyes on the International Champions Cup (ICC) to capture as much of this American soccer love as they could. With three games set in San Diego, Los Angeles and Minneapolis, the objective was clear – grow the U.S. fan base. But, how does an English team based across the pond in the charming, yet far off land of London, get American fans to fill their hearts with Tottenham spirit? rEvolution had the answer – bring a piece of London to the games.
Working on a tight timeline, rEvolution’s creative and production team got to work creating a space that not only caught one’s attention but strategically kept old and new fans Spurs-immersed and excited leading up to game time kickoff. Taking the Spurs’ tagline, “London Calling” quite literally, a full double-decker bus, with red paint “stripped” away to reveal the Spurs at the heart of the London icon, pulled up to set up camp in the fan zone before each game. A popular photo opportunity in itself that could be photobombed by the Tottenham mascot Chirpy at any moment, the bus was also open for fans to climb aboard to meet team legends Ledley King and Darren Anderton for signatures and photos.
This wasn’t all. With multiple stations set up around the bus, fans could pose in front of one of the two Spurs-themed London phone booths, challenge their friends and family to soccer billiards and skills competitions, and party it up with the on-site DJ. They could even become an official Spurs member on the spot by registering for a chance to win a signed jersey from the full team before picking up branded koozies and rally towels to tout during the game and into the upcoming 2018-19 Spurs season.
With its eye-catching, immersive on-site experience, rEvolution helped the Spurs grow its American soccer family, capturing new and loyal Tottenham fans ready to continue cheering their Spurs to victory.