Is this the future of football media? Behind the scenes at Tottenham Hotspur’s Clubhouse

At the modern media center located at the Hotspur Way training facility, the Premier League team is creating more advanced content for supporters and businesses. The Drum took a tour alongside Son Heung-min and others to explore the space.

As you stroll across the beautifully maintained soccer fields, alongside the locker rooms and fitness areas, you might be taken aback to discover a cutting-edge production studio located right in the heart of a Premier League training facility.

However, that's precisely what we experienced when The Drum was granted exclusive access to Tottenham Hotspur's newly opened media center, The Clubhouse. This facility features three studios, a gallery, editing suites, and production offices, all located with a view of the first team's training ground.

The Clubhouse represents an important step forward in the transformation of football clubs into well-established media enterprises. Pierre-Olivier Bouche, the media director for Tottenham Hotspur, stated to The Drum, “We are part of the entertainment sector.”

Following the grand opening of the state-of-the-art Tottenham Stadium in 2019, discussions took place regarding whether the media operations should reflect the high standards of the venue. Bouche remarks, “Tottenham has been incredibly forward-thinking with the stadium and its functionality, but have we shown that same level of innovation in our content creation?”

The concept for The Clubhouse emerged, leading to the construction of the actual building this year. As anticipated, the production team creates content focused on the club for various Tottenham channels such as Spursplay, TikTok, YouTube, Twitter, Facebook, Instagram, and WhatsApp, in addition to the match day program. What’s particularly noteworthy is the club's ability to produce branded content, utilizing the new facilities. This allows Spurs to manage all aspects for its partners—from brainstorming ideas to production, editing, and distribution.

The club has a team that includes video producers, writers, motion graphics experts, and editors, all of whom work in an office located above the studios.

Bouche, who transitioned from a broadcasting career after 12 years at Eurosport to join Tottenham, has observed how companies have changed their approach to collaborating with sports teams.

"The journey began with a brand approaching us, saying, 'We have an advertisement, and since you have a large following, we want you to share it, and it will be effective.' However, that approach doesn’t really yield results," he explains. "Significant changes have taken place since then; brands now want us involved from the initial brainstorming stage, and it has progressed to us managing the development and production process for them, including aspects like location and necessary resources."

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He mentions that it took some time for brands to embrace this approach, recognizing that collaborating with agencies often seems easier. "However, now they focus on the metrics, like engagement, and understand that our goal is to produce excellent content for our audience," Bouche explains.

“For a long time, we’ve noticed that brands were producing content that just didn’t resonate. When it falls flat, fans feel dissatisfied, the brand is left frustrated, and we’re not pleased either.”

One notable example is a carpool video series created for Ineos, where first-team players took turns interviewing each other while driving through the scenic Hertfordshire countryside near the training facility. Another significant collaboration involved EA Sports for their FC 2024 game, which showcased players competing against each other on the virtual field right after wrapping up their training on the actual pitch.

With the introduction of premium formats, being closer to the athletes has made it much simpler for them to create quick content. This includes hopping on viral trends like pie-in-the-face videos, engaging in chess matches, or filming ‘what I eat in a day’ clips.

“Supporters are increasingly craving genuine behind-the-scenes content. The way stories are told has changed; they now need to be crafted by producers who are actively involved in football or sports and are familiar with the industry's progression,” he continues.

"Player Access Is Key For Brands"

There was a discussion regarding the decision to construct the media center at the stadium, a practice seen more frequently at other football clubs. However, having easy access to the players was a vital necessity. “Sponsors want to be close to the players, and for that, they need a suitable venue. This is where we take control and manage everything ourselves,” Bouche explains.

The studio is linked to the main team’s area at the training facility, which makes it easy for players to finish their practice, take a quick shower, and then head right into the studio to create a TikTok video or record a podcast.

“It’s essential to simplify things, not just for us, but also for the players who have full schedules. We must make the most of the time that the players dedicate to us, and that’s where major studios truly excel,” Bouche explains.

The primary studio features three unique areas: one with a spacious sofa facing the field, another set up with chairs in front of a television for filming watch-party-style segments, and a kitchen set frequently utilized for content related to food and nutrition.

Cameras and lighting that are pre-installed in the cabinetry can be managed from a single control system. The club emphasized the need for technology that is easy to use, making it simpler for younger producers to learn and get trained.

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Bouche explains that a primary goal for designing the studio was to enhance efficiency and streamline content creation. “For smaller tasks, we want to avoid spending excessive time on setup, as it isn't beneficial for anyone involved,” he adds.

Additionally, the club features a cutting-edge Extended Reality (XR) studio, marking a first for any football team in Europe. This facility utilizes technology usually found in major broadcast studios like Sky and the BBC. The potential applications for this tech are nearly limitless, which can be daunting for brands. To assist marketers, the team has developed templates for guidance. A recent instance of this was the video announcing striker Dominic Solanke's transfer, which creatively merged live-action footage with anime—a genre he is passionate about. Bouche notes that the studio has sparked significant interest from other clubs.

Bouche states, "With the Clubhouse, we are taking the lead in European football by developing engaging experiences for our fans and producing branded content for our partners. This initiative is paving the way for limitless possibilities for the Club to expand its brand and increase revenue in a highly competitive market."