January 14 – Tottenham Hotspur have named Japanese travel agency H.I.S as their Official Regional Partner in Japan, with an all-new agreement in place until the end of the 2027-28 season.
The partnership is designed to deepen the club’s engagement with the Japanese market, focusing on fan-facing activations rather than traditional sponsorship visibility – introducing plans aimed at building closer links with supporters in Japan through curated travel and event packages.
Initial activations will begin later this season with a Tottenham-hosted watch party in Japan for February’s north London derby. Further engagement is slated to take place in London, with the club’s home ground set to stage a ‘Japan Day’ during its Premier League fixture against Brighton in April.
Beyond the usual fan engagement expectations, the agreement also has an educational component. Tottenham and H.I.S have pledged to collaborate on sustainability-focused tours and conferences, aligning with the club’s positioning around environmental responsibility and its work to promote Tottenham Hotspur Stadium as a ‘benchmark for sustainable venue operations’ within the Premier League.
The partnership was formally launched in Tokyo at a press conference attended by Tottenham’s Chief Revenue Officer Ryan Norys alongside a number of senior H.I.S executives, including President and CEO Motoshi Yada and General Manager of the Corporate Sales Headquarters Hiroshi Kajiki.
At the launch, Ryan Norys said: “This collaboration brings together two brands united through a purpose to provide unbeatable experiences using the global appeal of the Premier League. The partnership is also driven by purpose as we bring our environmental and social impact initiatives to the Japanese market.”
Motoshi Yada, added: “Our mission through this partnership is to “bring the world’s passion closer”. Many football fans dream of one day watching a match in the UK, the home of football. We strive to make that dream a reality for as many people as possible, serving as the gateway to that experience.”
Contact the writer of this story, Harry Ewing, at [email protected]