ottenham Hotspur and their kit sponsors Under Armour are currently running a promotion where fans can send in their photos and/or those of family and friends for inclusion on the tunnel wall at White Hart Lane. It’s a great idea – the last thing that the players see as they run out is the joy that they bring to their supporters, a reminder of when it comes to it, when they escape from the cosseted world of a modern Premier League professional footballer, they should be doing it for their fans.
Under Armour and Spurs use the language of loyalty to entice supporters. ‘Earn Your Spot at the Lane’, ‘Love Your Spurs? Then Prove It’. ‘Your Spot In Spurs’ History is Waiting’. They understand the power and emotional pull of being a fan. They know what the club means to us but when it suits them, the relationship is only one way. We keep on giving, whether it be astronomically high ticket prices, loyal support across generations or raising the roof to get behind the team, but to them our heroes and history is throwaway public