Licensing agency Fermata Partners has signed on to represent the Premier League football club Tottenham Hotspur in North America. 

Tottenham Hotspur has a growing presence on the continent, with more than 30 Official Supporters Clubs in existence. The deal comes on the back of a pre-season summer tour of the U.S. and Canada, which saw Tottenham Hotspur compete in friendly matches with Major League Soccer teams that sold out stadiums in Seattle, Toronto and Chicago.

“Our North American fan base is hugely important to the club, and this relationship can bring us closer to supporters in this region," says Gary Jacobson, brand licensing manager, Tottenham Hotspur. "Following on from the success of our pre-season tour in North America, not to mention the success of the U.S. national team at the World Cup and growing interest in the sport, now is a great time for us to be making the most of a growing demand for club product in this market.” 

Additionally, each Tottenham match is available for live viewing in the U.S. through NBC Sports, which also saw added support from a viral promotional video that featured actor Jason Sudeikis as a fictional American coach.

“Global football is growing mindshare with North American sports fans,” says Scott Bouyack, co-founder, Fermata Partners. “As that mindshare grows, so too will grow the demand for merchandise. We have already made significant progress in securing licensee and retail commitments for Tottenham Hotspur, and look forward to adding several new clubs to the collective in the near future.”