When head coach Ange Postecoglou was interviewed before kick-off and asked about the lift of having players back from injury, he was described as “Tottenham Hotspur Head Coach”.
When the Tottenham starting XI was displayed down the left-hand side of the screen, it said “Spurs” at the top. And when the graphics showed the team in their positions, starting with a cutout of Postecoglou, arms crossed, the word across his chest was “Spurs”.
Nothing too surprising about that, you might think. Tottenham Hotspur is the name of the club. Spurs is their common nickname.
But if you saw the Sky Sports coverage of Tottenham’s 3-2 defeat at Everton on January 19, it looked subtly different. During Postecoglou’s pre-match interview, he was described as “Tottenham Head Coach”. The team graphic just had the word “Tottenham” at the top. And the cutout image of arms-crossed Postecoglou again had “Tottenham” written across his chest. When Sky Sports showed the current Premier League table, it was “Tottenham”. And the form table, in which they were 18th out of 20, “Tottenham” again.
Sky Sports’ form guide graphic on January 19 (Sky Sports)
So what changed? What happened to the word ‘Tottenham’ over the last few weeks?
The answer lies in an email that was circulated to Premier League broadcasters on February 10, that has been seen by The Athletic. Titled “Tottenham Hotspur Naming Update”, the email makes clear how the club wants to be referenced.
“Tottenham Hotspur have provided clarification regarding the club’s name. They have requested that the club are primarily known as Tottenham Hotspur, with Spurs being the preferred short version. The club have requested that they are not referred to as Tottenham.”
This guidance has gone out to Premier League broadcasters all around the world. The changes that Sky Sports made to their graphics have also been made by other networks that show Tottenham matches. The Premier League website is in line too. It is always “Tottenham Hotspur” or “Spurs” there, never “Tottenham”.
The club’s explanation for this is simple: Tottenham is the name of the area, but not the name of the club. It is long-standing club policy not to refer to themselves as ‘Tottenham’. There is nothing new about this, it has been the club’s position going back to 2011.
Sky Sports’ league table graphic on February 16 (Sky Sports)
What specifically changed is that in November last year, the club unveiled a “remastered brand identity”, which was “rolled out across all the Club’s physical and digital touchpoints”. This came with a “Brand Playbook”, which explains in comprehensive detail what the new brand identity means. Towards the end of a section titled “Tone of voice” (“Defiant, Authentic, Rallying, Energetic”), there is a paragraph that makes very clear how the club wants to be described.
“In a world full of Uniteds, Citys and Rovers, there is only one Hotspur, Tottenham Hotspur. When referring to the team or the brand, please use ‘Tottenham Hotspur’, ‘Tottenham Hotspur Football Club’ or ‘THFC’. Never refer to our Club as ‘Tottenham’, ‘Tottenham Hotspur FC’ or ‘TH’.”
This month’s fresh guidance to broadcasters is an apparent attempt to underline this, and to make sure that ‘Spurs’ rather than ‘Tottenham’ becomes the common shorthand when ‘Tottenham Hotspur’ does not fit.
On the one hand, there certainly is an argument to be made that ‘Tottenham’ is just the name of the local area, and not the name of the club itself.
There are plenty of Premier League clubs for whom no one would just use the first geographical part of the name.
You would get some strange looks turning up at Villa Park saying you were looking forward to watching ‘Aston’ play. Very few would refer to the side who play at Molineux simply as ‘Wolverhampton’, or at the City Ground as ‘Nottingham’. And that is before we confront the thorny issue of places, including Manchester or Sheffield or Bristol, where two clubs share the same regional descriptor.
Tottenham fans have long referred to their team as… Tottenham (Julian Finney/Getty Images)
But on the other hand, there are clubs where the first part of the name does the job. Everyone knows who Newcastle or Leeds or Leicester are. And for many Spurs fans, the name ‘Tottenham’ is perfectly serviceable in telling the world who they support. It has always been commonplace in the Spurs community in a way that ‘Aston’ never has been at Villa Park.
It does lead you to question why ‘Spurs’ might be preferable to ‘Tottenham’ as the shortened name of the club. ‘Spurs’ certainly is distinct “in a world full of Uniteds, Citys and Rovers”, although maybe less so in the global marketplace, given San Antonio Spurs in the NBA. Still, it is memorable and punchy and looks good emblazoned on merchandise.
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‘Hotspur’ is certainly unique and indispensable heritage.
The name comes from when a new football club was established in the area in 1882, and two brothers, Hamilton and Lindsay Casey, were searching for a brand identity of their own. They named their club after Henry Percy, the box-office medieval knight who tried to overthrow Henry IV and was killed at the Battle of Shrewsbury in 1403. His nickname was ‘Hotspur’, hence the name of the club, and hence the club’s logo too. This is history worth clinging to.
But Tottenham is inseparable from Tottenham Hotspur too. It was on Tottenham Marshes where the Casey brothers started playing 143 years ago, Tottenham where the old White Hart Lane ground was opened in 1899, closing in 2017, and then Tottenham where the futuristic new stadium was opened in 2019. Other than their brief spell at Wembley while the new stadium was built, Tottenham Hotspur have always played in this very specific corner of north-east London.
This is the club’s home, and their community, for whom they do so much good work.
For many fans, there is no distinction between the club and the area itself. They are synonymous. And they will continue to be ‘Tottenham’ regardless of what the guidance says.
