Mourinho ‘Leading By Example’ For Audi & Tottenham

As part of its sponsorship of Tottenham Hotspur, Audi has launched a campaign to help football fans get inside the mind of Head Coach Jose Mourinho.



‘Leading by Example’ is an intimate conversation that combines elements of a TED Talk and a post-match interview giving fans new insights into Mourinho’s philosophy and approach, while offering a fresh take on virtual experiences.


Hosted by Chief Sport Presenter for ITV Sport Mark Pougatch, the discussion incorporates the themes of teamwork, innovation and management, and reveals how Mourinho stays ahead of the competition when it comes to performance, as well as looking at the role of science, data and tech in the training of players.


The film launched on Friday  20th November on Audi’s YouTube channel and Home of Football webpage, supported by a paid media strategy from PHD Media and short-form social cutdowns on Instagram, Facebook, Twitter and LinkedIn.


Emma Page, Social Media Lead at Audi, said: ‘“Leading by Example’ takes our sponsorship of Tottenham Hotspur a step further by giving the world unprecedented access to the approach of Jose Mourinho. Just like a vehicle, all the components of a team need to be world class. This event is a fitting continuation of our successful relationship with the club.”


John Crozier, Business Development Director at We Are Social, the socially-led creative agency whose sports specialist division We Are Social Sport, created the campaign, added: “Jose Mourinho is an inspiring leader and a figurehead of the club’s success. While in the past we’ve put the spotlight on players and even the Spurs cockerel, this time Audi wanted to celebrate the management behind the team.


“Taking the format away from the tired Zoom call, we hope this campaign will allow fans to get into the head of one of the world’s greatest Head Coaches.”