Paris Baguette Scores Big with Tottenham Hotspur Partnership, Doubling Down on global Sports marketing
Following in the footsteps of its collaboration with Paris Saint-Germain (PSG), SPC Group’s Paris Baguette is making a significant play in the global sports arena by forging an official partnership with Tottenham Hotspur, the famed British Premier League team where Son Heung-min shines. This strategic move, echoing the vision of SPC Chairman Heo Young-in’s 2014 declaration to conquer the “first home of bread” and expand globally, underscores the brand’s commitment to international growth and engagement.
A Recipe for Global Expansion: Sports Marketing as a Key Ingredient
Paris Baguette’s aspiring global strategy aims to leverage sports marketing to boost brand awareness and connect with customers both at home and abroad. With a presence in 14 countries across Europe, America, and Asia, and over 600 stores, the company is demonstrating a bold approach to international expansion. the recent opening of its first European store in London’s Canary Wharf signals a strong push into key markets.
Last year, Paris Baguette’s sponsorship of PSG, which included a Hangul advertisement, won the Korean advertisers’ Association’s Marketer Award for its creative use of Korean language promotion. The campaign, featuring PSG players enjoying Paris Baguette’s offerings, resonated strongly with audiences. And the company is going to the Olympics: SPC Group will be an official sponsor of Team Korea for the 2024 Paris Olympics, providing made-in-France breads and cakes and spearheading a cheering campaign to support its national team.
London Calling: The Tottenham Hotspur deal
The partnership with Tottenham Hotspur marks a significant step in Paris Baguette’s sports marketing strategy. Since January, the company has been integrating Tottenham’s intellectual property (IP), including team imagery, players, and stadium visuals, into its marketing efforts. the goal is to create a variety of engaging activities both in the U.S. and abroad, which might include special promotions at its U.S. stores.One of the most immediate impacts of the partnership will be the availability of Paris Baguette Coffee at Tottenham’s home stadium. The company also plans to produce media content featuring prominent players, which will be shared across social media platforms and in-store promotions. Additionally, Paris Baguette intends to launch a line of themed products, including bread, cakes, and desserts featuring the team and its players.“I am happy to see the brand Paris Baguette as a new partner,” said Ryan Norys,Tottenham Hotspur Chief Profit Officer (CRO),highlighting the mutual excitement surrounding the collaboration.
Implications for the U.S. Market
For U.S. consumers, this partnership coudl mean a broader exposure to the Paris Baguette brand and potentially new product offerings. The chain has steadily expanded its presence in the U.S., particularly in cities with large Korean and Asian populations. The Tottenham Hotspur partnership could attract a wider audience, including soccer fans who may not be familiar with the brand.
The evolving Landscape of Sports Marketing
Paris Baguette’s strategy aligns with a growing trend of companies using sports partnerships to enhance brand visibility and engage with consumers on a more personal level. As the global reach of sports continues to expand, brands are increasingly looking to leverage these platforms to connect with diverse audiences.
Looking Ahead
Through strategic global sports marketing partnerships,SPC Group’s Paris Baguette is positioning itself for further growth and recognition on the world stage. By aligning with popular sports teams and events, the company hopes to elevate its brand image, expand its customer base, and establish itself as a leading global bakery café.
What is Paris Baguette’s strategy for integrating sports marketing into it’s global expansion plan?
Table of Contents
- 1. What is Paris Baguette’s strategy for integrating sports marketing into it’s global expansion plan?
- 2. Paris Baguette’s Global Goal: A Deep Dive Into Sports Marketing with Maria Sanchez, Head of Global Partnerships
- 3. Tottenham hotspur: The Strategy behind the Partnership
- 4. The U.S. Market and Beyond
- 5. A Recipe for Success: Ingredients of Sports Marketing
- 6. Looking Ahead, and The Olympics
Paris Baguette’s Global Goal: A Deep Dive Into Sports Marketing with Maria Sanchez, Head of Global Partnerships
Archyde News: Welcome, Maria. It’s a pleasure to have you here to discuss Paris Baguette’s burgeoning global sports marketing strategy. You’ve overseen significant partnerships, including the recent one with Tottenham Hotspur. can you give us an overview of the brand’s approach?
maria Sanchez: Thank you for having me.At Paris Baguette, we see sports marketing as a cornerstone of our global expansion. Our goal is to connect with consumers worldwide and boost brand awareness by leveraging the immense reach and appeal of popular sports teams and events. Our collaborations, like the one with Tottenham Hotspur, are designed to create engaging experiences for our customers.
Tottenham hotspur: The Strategy behind the Partnership
Archyde News: The partnership with Tottenham Hotspur seems like a significant step. What were the key strategic factors driving this decision, especially considering your previous association with PSG?
Maria Sanchez: Tottenham Hotspur offers a fantastic prospect to reach a broad and diverse audience.Their global following,combined with the popularity of the Premier League and the presence of star players like Son Heung-min,aligns perfectly with our goals.We’re integrating Tottenham’s IP into our marketing efforts, planning in-store promotions, and developing media content featuring the team. In essence,leveraging the Tottenham name will help expand our brands visibility.
The U.S. Market and Beyond
Archyde News: How does this partnership translate to the U.S. market,where Paris Baguette is steadily expanding its presence?
Maria Sanchez: For U.S. consumers,this partnership means increased exposure to the Paris Baguette brand. We will have special promotions in our U.S. stores in the near future. Also, with the increase in soccer supporters in the U.S, we expect to attract a new group of clients, including soccer fans unfamiliar with the brand.
Archyde News: Beyond the U.S., Paris Baguette is present in 14 countries.How does this partnership integrate into your wider international strategy for brand recognition?
Maria Sanchez: The goal of this partnership is to drive brand recognition with an emphasis on providing an avenue that is well-known. We are going to align the brand with more famous franchises and offer the consumer a means to interact with the brand. Simultaneously occurring, we are looking at other global partners in sports to drive our goals.
A Recipe for Success: Ingredients of Sports Marketing
Archyde News: With the rise of sports marketing, what do you consider to be the key ingredients for a successful global campaign that others could learn from?
Maria Sanchez: first, it’s critically important to align your brand with a team that resonates with your target audience. Next, the content that you generate should be innovative and provide an immersive experience. consistent adaptation to the markets you serve is what makes marketing campaigns successful. Also, ensure the brand creates new products that represent the team.
Looking Ahead, and The Olympics
Archyde News: Lastly, what’s on the horizon for Paris Baguette regarding sports marketing? Any future partnerships or expansions you can hint at?
Maria Sanchez: We are excited about sponsoring Team Korea for the 2024 Paris Olympics. This will provide us with more opportunities to connect with consumers. We also encourage our team to pursue other collaborations through the global markets. We’re always looking for ways to enhance brand visibility and engage with fans.
Archyde News: Thank you, Maria. Given the strategic shift into sports marketing, do you believe this approach is a game-changer for your global customer base and how will customers respond to these changes going forward? We look forward to seeing the continued success of Paris baguette!
