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The Secret History of Tottenham Hotspur 1983-2023

Venue: Birkbeck Clore Management Centre

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Alex Fynn, Author, and Consultant to the Football Industry

In this presentation the author, and consultant to the football industry, Alex Fynn, will discuss the evolution of Tottenham Hotspur football club, both as a business and a football club, over the last thirty years.

Alex Fynn was involved in the creation of the first advertising campaign for a football club for Spurs in 1983. He subsequently advised the club on media and marketing - a role he also performed for the Football League and the FA. He has also written five books about Spurs.

He has worked directly with two Tottenham Chairmen and has had personal contact with their two successors and several key directors. In this presentation, drawing on first-hand experience, he will relate how Spurs were the pioneers of the Premier League and its subsequent commercial revolution, how they subsequently lost their way, but how in recent times they have emerged as one of the most commercially dynamic Premier League clubs with the development of their new stadium.

He will also discuss the sporting evolution of the club, reflecting on the strategies behind football managerial appointments in recent times.

In his conclusion he will suggest that Tottenham’s owners today see Spurs not as a football club but as a sporting empire with the aim to make the NFL its heart and will discuss the implications of this vision.

Alex Fynn’s latest book on Spurs, co-written with Martin Cloake, is Still Dreaming: Another Year in the Life of a Premier League Club.


Alex Fynn is a well-known consultant to the sports industry who has also written extensively on the subject of the football business. His clients have included Arsenal, Celtic, Manchester United and Tottenham Hotspur football teams, as well as the Football League and the Football Association.

Previously Alex was a director of the well-known advertising agency Saatchi & Saatchi, latterly as vice-chairman. He was responsible for a number of major clients including Procter & Gamble. Throughout his career, Alex has acted as an advisor on the negotiation of the sale of TV broadcasting rights for a number of clubs and federations including the FA, the Football League, the RFU and the British Athletics Federation.

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