How to brand (or re-brand) a Premier League club: Names, locations, kits and crests

What is the best way for a Premier League club to promote its brand? And what is the thinking behind changes to approach? After Jack Pitt-Brooke revealed Tottenham had emailed Premier League broadcasters asking not to be referred to as Tottenham, but rather “Tottenham Hotspur” or “Spurs” for short, The Athletic spoke to experts to […]