South Korea’s Paris Baguette Backs PL Club Tottenham Hotspur FC

South Korean multinational chain of bakeries and cafe Paris Baguette has become the latest partner of  Premier League club Tottenham Hotspur FC. 

Under the deal, Paris Baguette is poised to be the North London football club’s official coffee and bakery partner. The partnership aims to drive global brand awareness for Paris Baguette, particularly in key Asian markets. This will be achieved through exciting fan activations, engaging social media campaigns, and exclusive giveaways.

Following the partnership, Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said, “We are delighted to partner with an exciting, up-and-coming brand in Paris Baguette, further adding to our diverse range of food and beverage options on matchdays, and engaging our fanbase in Asia through exciting and engaging content.”

Hur Jin-soo, CEO of Paris Baguette, added, “I believe that partnering with the world-renowned Tottenham Hotspur offers a great opportunity to showcase Paris Baguette’s exceptional taste and quality to customers in Korea, the UK and also worldwide. Through this partnership with sports and bakery, we will strive to deliver new value and enjoyment to our global customers and fans.”

According to ASN data, football (35.1%, US$4.15b) is the largest backed sport in the Asian sponsorship market since Q222 by a mile, with an average quarterly investment of US$362.4m+ during this period. 

While the beautiful game— namely major European football club partnerships— has been a safe engagement tool for companies to reach the masses in Asia,  average quarterly investment from Q124 has been US$233.3m+ and US$291.4m below the quarterly investment of US$362.4m+ since Q222. Meanwhile, Q125 is poised to follow the trend in 2024 with investment tipped to hit almost US$277.2m.  

Prior to the Spurs deal, Paris Baguette had partnered with Ligue 1 club Paris Saint-Germain (PSG) while the North London football club helmed by skipper Son Heung-Min, has secured the backing of Asian companies and brands such as Tiger Beer, Fursys Group, Citygreen Sports Group and Fuji Kizai.