When the European season wraps up, most clubs ease into a routine of local pre-season friendlies and training camps. Yet this year, both Tottenham Hotspur and Newcastle United are heading approximately 9,000 kilometers to Seoul, South Korea. What’s driving this long-haul trip?
🌍 1. Football Is Now a Global Business
European clubs spend heavily—Tottenham on players like James Maddison and Micky van de Ven, Newcastle backing Alexander Isak and Milan Škoda. These signings must be balanced by rising revenues to comply with Profitability and Sustainability Rules (PSR).
Yet traditional TV and ticket income alone no longer covers these costs. According to Deloitte’s Football Money League, clubs now rely heavily on international commercial deals, especially in Asia, where league popularity is exploding.
💰 2. Asia: The Unignorable Market
While their base remains Europe, the supporter base is global. Countries such as China, Japan, South Korea, Singapore, and the Southeast Asian region are feeder markets:
- Fans purchase kits, training gear, and premium memberships
- They book flights, hotel stays, and stadium tickets in Europe
- Clubs benefit from Asia-based sponsorships and broadcast deals, often worth tens of millions per season
To tap into that market, in-person engagement is vital—hence the decision to go to Seoul.
⏱ 3. Scheduling for Asia — A New Norm
The push for Asia-friendly scheduling isn’t new. La Liga recently moved some kickoff times to noon, not for player convenience, but for the benefit of Chinese prime-time viewers.
Other leagues, including the Premier League and Bundesliga, are under pressure to follow suit—mirroring the shift in viewing habits and commercial priorities.
✈️ 4. The Asia Pre-Season Tour – More Than Just Friendlies
These overseas trips aren’t just exhibition matches—they’re business-driven showcases.
In Seoul, Tottenham and Newcastle will host matches, training sessions, and promotional events aimed at:
- Boosting merchandise sales
- Securing new sponsorship deals tailored to local brands
- Strengthening fan communities through camps and public appearances
- Creating sponsorship platforms for future seasons
All of this feeds into their bottom lines—and long-term financial health.
🔁 5. Seeing the Bigger Picture
With every global tour, clubs further professionalize how they operate:
| Focus Area | Traditional Pre-season Approach | Asia Tour Approach |
|---|---|---|
| Training | Local matches and recovery | Global marketing + grassroots outreach |
| Revenue | Season ticket and local sponsorship | International merchandise sales + Asia partnerships |
| Exposure | Domestic fanbase | Millions of Asian TV and streaming viewers |
| Impact | Minimal cultural presence | Real-world brand activation in major cities |
✅ 6. Final Thoughts
Flying from London to Seoul might seem surprising—but for clubs like Tottenham and Newcastle, it’s a strategic business decision. With Europe-centric income streams challenged, harnessing Asia’s fanbase has become essential.
This isn’t just pre-season—it’s investing in future growth. The ROI comes not only from today’s ticket sales, but tomorrow’s sponsorships, jersey buys, and global fans.
