Tottenham Hotspur Expands Latin American Presence with Targeted Spanish and Portuguese Strategy

Mission

Tottenham Hotspur partnered with Samba Digital to strengthen its presence among Spanish and Portuguese-speaking fans across Latin America.
The goal: to grow local communities year after year by building an authentic connection with supporters through tailored content in Spanish and Portuguese.

Results

• 5 million total followers across targeted platforms
• +94,000 new followers during the period
• 85 million impressions generated
• 5.4% average engagement rate

This strategy has helped position Tottenham Hotspur as a leading club in the region, consolidating its fanbase and strengthening local connections through authentic and localized content.

Approach

To achieve this, we focused on three main pillars:

• Precise geo-targeting on key platforms
  Using geo-targeting strategies on X, Facebook, and Instagram, we were able to deliver the right message to the right audience at the right time.
• Creation of original and localized content
  We developed content directly in Spanish and Portuguese, aligned with local football culture and fan expectations. Special care was taken to create emotional engagement by highlighting club news, key moments, and behind-the-scenes stories.
• Spotlighting Supporters’ Clubs
  Official fan clubs were integrated into the strategy to strengthen the sense of belonging and engagement among local communities, through participatory formats and event coverage.