Searching for Tottenham wasn’t only about finding Sweden’s first Tottenham. The campaign also convinced hundreds of swedish fans to add their favorite club’s name to their own – from Tottenham to Guiseley AFC in the sixth tier – while giving many thousands more something to talk about at the water coolers.
Swedes love for English football is closely tied to Stryktipset, Sweden’s oldest and most popular betting pool. A love sometimes expressed in weird and wonderful ways.
So we decided to find those prepared to prove their support – in their passport.
Some fans had already taken their club’s name, so we used their stories to fuel the engagement of Swedes everywhere – and to find the only one in the top six missing: Tottenham.
The campaign managed to reflame Sweden’s interest in the english football season, while making Stryktipset get closer to its core audience: the hardcore fans of english football.
Stryktipset is Sweden’s oldest and most popular betting pool. Every Saturday, anyone participating in the pool have a shot at betting on 13 games from the English football leagues.
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