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Introducing Dugout - our new digital platform

Mon 28 November 2016, 22:30|Tottenham Hotspur

Tottenham Hotspur has joined forces with some of the world’s biggest football clubs to create Dugout, a new digital platform launched today which looks to connect football fans and deliver exclusive behind-the-scenes content and access, free of charge, all in one place.

In total, Dugout has already agreed partnerships with 34 clubs including Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris St. Germain, Arsenal and AC Milan to support this new venture, as well as a number of the world’s best-known footballers.

Each club and player has a dedicated Dugout profile to upload content and interact with fans. Dugout will also work with these partners to create high-quality, original content. Dugout users get a totally personalised experience based on the clubs and players they follow.

The trend of following multiple clubs – on average 4.6 clubs per person – was revealed in polling of 24,000 fans worldwide. The research also found that fans now ‘support’ individual players, meaning that these stars help grow the global fan base of every team they play for during their career.

In addition to clubs and players, is partnering with leading football influencers and legends - plus publishers like Sky Sports – to create their own profile pages and produce content. Alongside this, Dugout has already secured a number of media partners, including Mediacom, WPP and Bet Victor, with more to follow.


Dugout President and Co-Founder, Elliot Richardson, commented: “Dugout was devised and built for the fans. The game today is truly global and fans don’t just want to watch matches in their own country – they want to follow their favourite clubs and players across the world, on and off the pitch. That’s what Dugout offers – unrivalled access so fans get behind the scenes of the clubs and into the lives of the players.

“A combination of factors – from the explosion of international TV rights to the rise of social media – have provided Dugout with an unprecedented opportunity to reach the estimated 3.5 billion** football fans across the world. We think they will love what they see.”

Dugout is free to access and will host content created by the clubs and players 24 hours before it is released on any other social media channel – making it the primary source for fans to get news on the clubs and players they love. and the Dugout mobile app is accessible on desktop, tablet and mobile and will be available in English, French, German, Italian, Spanish, Catalan, Portuguese and Bahasa Indonesian.

Click here to try it out for yourself.

**As referenced in the CNN article on February 27, 2015, titled ‘Google: Getting in the face of football’s 3.5 billion fans