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

However that’s precisely what we have been launched to when The Drum was given uncommon entry to Tottenham Hotspur’s just lately opened media facility, The Clubhouse, which homes three studios, a gallery, edit suites and manufacturing workplaces all set towards the backdrop of the primary staff’s coaching pitch.

The Clubhouse marks a major improvement within the evolution of soccer golf equipment turning into mature media companies. As Tottenham Hotspur’s media director, Pierre-Olivier Bouche, proclaims to The Drum: “We’re within the leisure trade.”

After the ultra-modern Tottenham Stadium was opened in 2019, there was an inside dialogue that its media enterprise ought to match the standard of the bottom. “Tottenham has been very progressive with the stadium and the way it performs however have been we that progressive with regards to content material creation?” Bouche says.

The concept for The Clubhouse was born and the bodily constructing adopted this 12 months. As you’ll anticipate, the manufacturing unit makes team-related content material for Tottenham’s membership channels, together with Spursplay, TikTok, YouTube, Twitter, Fb, Instagram and Whatsapp in addition to its match day program. However maybe extra fascinating is its branded content material providing which, leveraging the brand new services, means Spurs can now deal with every little thing for its companions from thought improvement to manufacturing, modifying and distribution.

The membership employs video producers, writers, movement graphics specialists and editors, who share an workplace located above the studios.

Bouche, who got here from the broadcasting world having spent 12 years at Eurosport earlier than taking the job at Spurs, says he’s seen first-hand how manufacturers have adjusted their method of partnering with sports activities groups.

“The evolution of this began with a model saying: ‘We now have an advert, and we wish you to play it as a result of you’ve a giant viewers, play it, and it’ll work.’ However in actuality, it doesn’t work,” he says. “There was a giant evolution, the place now the manufacturers ask us to be first half the brainstorming after which the second step is that we are actually creating and producing for them – manufacturing, location and assets.”

It has taken some time for manufacturers to wish to work that method, he says, acknowledging that it may be less complicated to work with companies. “However now they only take a look at the numbers, engagement and so forth, and so they know we’re right here to create nice content material for our followers,” Bouche says.

“For a few years we noticed content material coming from manufacturers that knew didn’t work, and if it doesn’t work, followers should not glad, the model shouldn’t be glad, and we aren’t glad as properly.”

Examples embrace a carpool video format for Ineos that had first-team gamers interviewing one another whereas driving across the Hertfordshire countryside that surrounds the coaching floor. One other high-profile mission with EA Sports activities, for its FC 2024 sport, filmed gamers going head-to-head on the digital pitch having simply completed coaching on the true one.

Together with the extra high-end codecs, the proximity to the gamers has vastly improved the convenience at which they will movie fast content material, together with TikToks leaping on the pie-in-the-face viral pattern, taking part in video games of chess or recording ‘what I eat in a day’ movies.

“Followers need increasingly more behind-the-scenes genuine content material. The storytelling is totally different, it now must be developed by producers who work on daily basis in soccer or in sport, who perceive the evolution of the trade,” he provides.

‘Participant entry is every little thing to manufacturers’

There was debate about whether or not to construct the media middle on the stadium, which is extra frequent follow for different soccer golf equipment, however simpler entry to the gamers was a necessary requirement. “Manufacturers want entry to the gamers however then they want a location, and that is the place we’re in cost and we’ll produce every little thing,” Bouche says.

The studio is linked to the primary staff’s suite within the coaching floor permitting gamers to come back off the pitch, leap within the bathe after which hop straight into the studio to movie a TikTok or report a podcast.

“We have to make it straightforward, not just for ourselves but additionally for the gamers and their busy schedules. We have to maximize that point that the gamers are giving us anyway, and that’s the place large studios actually come into their very own,” Bouche says.

The principle studio has three distinct units: one a big couch that overlooks the pitch, one other with chairs positioned in entrance of a TV to movie watch-party-style recordings after which a kitchen set which is usually used for meals and vitamin content material.

Prepared-to-go cameras and lighting are constructed into the joinery and managed from one system. It was vital to the membership that the tech has a low barrier to entry to assist practice youthful producers.

“One of many core causes for constructing the studio on this method was to enhance efficiencies, ensure that we have been very fast at producing content material,” Bouche says. “If it’s one thing actually, actually small, we don’t wish to be organising for hours and hours and hours and hours, as a result of it’s simply not a very good use of everybody’s time.”

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There’s additionally an Prolonged Actuality (XR) studio – a primary for a European soccer membership – which makes use of tech usually seen in broadcast studios resembling Sky or the BBC. The checklist of potential use circumstances for this know-how is pretty limitless and Bouche admits it may be somewhat overwhelming for manufacturers, so the staff has created templates to assist information entrepreneurs. One current instance was striker Dominic Solanke’s switch announcement video, which blended actual life and anime, which is a ardour of his. Bouche means that the studio has been the most important intrigue of different golf equipment.

“Via the Clubhouse, we are actually main the best way in European soccer with regards to creating thrilling codecs for our followers and branded content material manufacturing for our companions,” Bouche says. “It’s opening the doorways to limitless alternatives for the Membership to develop its model and maximize revenues in an more and more aggressive trade.”