This article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Arsenal Football Club as their sponsors and partners for the 2023–24 season.
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Arsenal FC signed a kit deal with German sportswear giant Adidas in October 2018. They agreed on an initial five-year deal reportedly worth £300 million starting July 2019. With this deal ended the club’s five-year partnership with Puma.
In September 2022, the two parties extended their partnership in a deal set to run until 2030.
Also read: Premier League clubs and their kit suppliers for the 2023/24 season
Arsenal FC first struck a deal with UAE flag carrier Emirates back in 2006. Twelve years later, in February 2018, the two extended their partnership to at least another five years in a deal expected to be in excess of £200 million.
Emirates has also held naming rights for the Arsenal men’s team’s home ground ever since it was opened in July 2006.
Also Read – Premier League teams’ principal shirt sponsors for 2023–24 season
Arsenal FC looped in the Rwanda Development Board in a three-year deal in May 2018, making “Visit Rwanda” their Official Tourism Partner as well as the official sleeve sponsor for their matchday shirt.
This deal has brought a lot of criticism upon the Rwandan government and even accusations of investing in a foreign football club from the coffers of the country’s crucial developmental aid. However, the deal has proved fruitful for both parties, with Rwanda even observing an 8% lift in their tourism numbers (September 2019).
Also Read – Premier League teams’ sleeve sponsors for 2023–24 season
Arsenal FC signed a three-year deal with Schaffhausen-headquartered Swiss tech company Acronis in July 2018.
Under the terms of the agreement, Acronis serves as the Gunners’ Official Data Backup Partner, tasked with their data security and statistics provision. Apart from branding rights, Acronis also gets the ability to stage business-to-business events with the support of senior Arsenal FC executives.
The two parties last renewed their partnership in August 2022.
The Westminster, Colorado-based aluminium packing company signed a global partnership with Kroenke Sports and Entertainment (KSE) covering all their major sporting organisations — the Los Angeles Rams, the Denver Nuggets and Arsenal FC — in October 2020.
The deal sees Ball serve as the official sustainable aluminium beverage packaging partner of Arsenal FC. The agreement sees the two parties explore opportunities to reduce the club’s negative impact on the environment, while also undertaking educational initiatives in order to globally raise awareness regarding the importance of recycling and other green practices.
The Israeli social trading and multi-asset brokerage company was announced as an Official Partner of the club in September 2021 on a multi-year deal.
Apart from branding rights, the deal entails “marketing and educational opportunities” for eToro featuring Arsenal FC players.
In July 2023, the club announced that they had renewed their partnership with eToro, with the new agreement also covering their women’s team.
The partnership, covering both the Arsenal men’s and women’s teams, entails content-creation projects, including the “Pitchside, Presented by Pixel” series, which features exclusive matchday content that is shared across the club’s social media channels.
The partnership also covers the “Pixel FC” initiative, which Google describes as “a collective of next-generation creators dedicated to the women’s game” who are given additional resources and content-creation opportunities during Arsenal games.
The Bristol-based virtual experiences company was announced as Arsenal FC’s official digital events and video conferencing partner in March 2023.
Apart from branding rights for Jugo, the deal entails creation of unique fan experiences for the Arsenal FC fanbase, which includes “memorabilia auctions, Q&A sessions, interactive screenings and opportunities to meet players virtually” using Jugo’s platform.
Arsenal FC first signed a deal with Chuo, Tokyo-headquartered video game developer Konami back in October 2017. The Japanese company, mostly famous for its annually-released football simulation game Pro Evolution Soccer (PES), holds image rights to use the Arsenal men’s team players’ likenesses as well as have their home stadium (Emirates Stadium) in-game.
Despite the deal, the Emirates Stadium and Arsenal FC players are licensed in Konami’s rival video game developer EA Sports’ FIFA (now EA Sports FC) series, given EA Sports’ exclusive image rights deal with the Premier League.
In July 2021, Konami announced a complete overhaul of its flagship football simulation offering PES, which has since been rebranded as a cross-platform, free-to-play game called eFootball. Arsenal FC’s deal with Konami continues, seeing the club and their assets licensed in the game.
The two parties last announced an extension of their partnership in August 2022.
London-headquartered consumer goods company Unilever’s laundry brand “Dirt Is Good” (known as “Persil” in the UK, or “OMO”, “Surf Excel”, “Breeze”, “Rinso”, “Ala” or “Skip” elsewhere in the world) signed a two-year global partnership agreement to with Arsenal FC to become an Official Partner of their men’s and women’s teams in August 2023.
Apart from branding rights for Dirt Is Good, the deal sees Arsenal FC first-team players working with the brand and the Arsenal Foundation (the charity arm of the club) on local community projects to create “a sense of belonging for our community participants and positively impacting their physical, mental, and emotional well-being”.
The agreement also sees Bukayo Saka serve as a Dirt Is Good Global Ambassador, a role that sees him “share stories from his own pathway into professional football to encourage young people to unleash their full potential”.
Pixstory is a Washington, DC-headquartered social media platform that describes itself as one “committed to integrity”.
In September 2022, Pixstory partnered with Arsenal FC with the aim to fight online abuse and foster a safer, healthier environment for social media discourse. The club joined the Pixstory platform under the handle @Arsenal.
A hydration drinks brand founded by YouTube celebrities KSI—an Arsenal fan—and Logan Paul, Prime Hydration was announced as the Official Hydration Partner of the club in July 2022.
Apart from branding rights, the deal entails Prime Hydration’s products being made available to the Arsenal fans on matchdays at the Emirates Stadium.
Arsenal FC signed a multi-year deal with cryptocurrency-based fan engagement platform Socios.com, which is powered by Gzira, Malta-based blockchain fintech provider Chiliz, in July 2021 to launch their own Fan Token.
As the Official Fan Token provider of the club, Socios.com helps Arsenal FC offer their fans a chance to obtain Fan Tokens ($AFC) that allows them to participate in several club-oriented activities. These Fan Tokens are limited in number and can be bought, sold or won in an augmented reality in-game (“Token Hunt”).
The Newry-based manufacturer of sports science and performance analysis products was announced as the Official GPS Performance Tracker of the club in October 2021.
Apart from branding rights, the deal has seen the launch of the STATSports Arsenal FC Edition, which is a data tracker that allows aspiring players to compare their performance numbers to that of Arsenal’s professional male and female footballers, thereby also helping STATSports identify fresh young talent.
The deal grants Betway branding rights at the Emirates Stadium for all domestic home games of the Arsenal men’s team across the Premier League, the FA Cup, and the Carabao Cup. It also entails enhancing “supporter experience by creating and delivering global activations and exclusive content across all social media platforms”, with Betway having also pledged to “offer in-depth Code of Conduct and Responsible Gaming training to all players and staff at the club, which outlines regulations and provides education on gambling related harms and the tools and support that are available.”
The partnership aims to “leverage the power of artificial intelligence to deliver outstanding experiences to Arsenal supporters globally, make a positive impact in the community”. Collaboration on “sport, social and education programmes focused on technology education and career development” as well as a global campaign titled “Game Changers” are also part of the agreement. ABBYY is also the team’s Match Day Presenting Partner, earning branding rights during their home games at both the Emirates Stadium and Meadow Park.
The deal grants Sobha Realty branding presence at all domestic home games of the Arsenal senior men’s and women’s teams at the Emirates Stadium. Collaboration on “initiatives to develop the sport industry in Dubai and beyond” are also part of the agreement, which include experiences like youth football clinics, tournaments and seminars. Sobha Realty also holds naming rights to The WM Club, which is a matchday hospitality suite at the Emirates Stadium that is thusly known as “The WM Club, Presented by Sobha Realty”.
In February 2024, the two extended and expanded their partnership. Sobha Realty acquired the naming rights for the club’s training ground while also the Principal Partner of the Arsenal women’s team and the Official Training Kit Sleeve Partner of both the Arsenal men’s and women’s teams.
Seattle-based Expedia Group’s accommodations brand Hotels.com was announced as the official and exclusive hotel partner of the Arsenal senior men’s and women’s teams in October 2023 as part of a multi-year agreement.
The deal grants Hotels.com branding rights at the Emirates Stadium and Meadow Park during the two teams’ home games. Creation of bespoke co-branded content featuring players from the two teams is also part of the agreement.
The Hangzhou, Zhejiang-based Chinese tyre manufacturer was announced as the club’s Official Global Tyre Partner in November 2023.
The partnership entails ZC Rubber enjoying marketing presence at the Emirates Stadium for all domestic home games of the Arsenal senior men’s team.
MG Motor is a British automobile brand owned by Shanghai-headquartered Chinese state-owned automotive design and manufacturing company, SAIC Motor. In January 2024, it was announced as the club’s Official Automotive Partner on a multi-year deal.
Apart from branding rights, the partnership, covering both the men’s and women’s team of the club, also entails MG Motor and Arsenal FC collaborating over creation of co-branded content for fan engagement.
In August 2020, Arsenal FC announced Cadbury as their official snacking partner. The Gunners joined Manchester United FC, Manchester City FC, Chelsea FC and Tottenham Hotspur FC as another “big six” Premier League club to sign a snacking partner agreement with the Mondel?z-owned, Uxbridge-based confectionery company.
The deal allows Arsenal fans to buy Cadbury products inside the Emirates. The partnership also focuses on supporting the Little Wonder Café, a popular matchday destination situated near the stadium which was temporarily shut down during the COVID-19 lockdown.
In August 2022, Arsenal Football Development, an initiative of the club working on coaching-focused fan-engagement projects, delivered a mentoring series to grassroots female coaches in order to help them “enhance their skills and develop as coaches”.
In June 2023, Arsenal FC announced that they had signed a new “long-term agreement” with Cadbury. The new deal, also including the Arsenal women’s team, also sees the two parties support “greater inclusion for the deaf community, nationwide”, with giveaways for the Arsenal fans also in the mix.
London-based Camden Town Brewery acquired exclusive rights to Arsenal FC’s intellectual property when the two signed a three-year deal in July 2019. Camden Town Brewery serves as the club’s official beer partner in the UK and Ireland.
Arsenal FC signed a new “long-term agreement” with Camden Town Brewery in June 2023. The brewery marked the occasion by launching a club-themed beer named “North London is Red”.
The Noida-based Indian edtech platform was announced as Arsenal FC’s Official Learning Partner in India, South Africa, Indonesia and the Middle East in February 2022.
Apart from branding rights, the partnership also entails Extramarks collaborating with the club over “grassroots-level learning programmes, football workshops, meet and greets with the players, and other exclusive competitions” to help promote its brand and services in the aforementioned regions by leveraging the club’s global commercial might.
The partnership is aimed at promoting LABS Group’s proprietary digital marketplace Staynex, via which the company aims to disrupt the traditional hospitality industry with blockchain-based solutions.
Arsenal FC signed a three-year deal with Italian coffee brand Lavazza back in October 2018. The deal sees the Turin-based Italian company offer its coffee products (Tierra Colombia and Kafa Forest) at the Emirates and also avail exclusive rights to the Arsenal FC brand.
In December 2021, the partnership was renewed and expanded to also cover the Arsenal women’s team. The Lavazza coffee, hence, is now also available at Arsenal Women’s home matches at their home ground, Meadow Park.
Arsenal FC signed a deal with London-based electricity and gas supplier Octopus Energy back in October 2016, making it their official energy partner in the UK.
Since then, the company has provided its solar resources to provide clean energy for all operations at the Emirates. Moreover, the deal also offers Arsenal fans clean energy tariffs and other various benefits.
Huizhou, Guangdong-based Chinese electronics brand TCL was announced as the club’s Official Regional Consumer Electronics Partner in April 2023, covering the UK, Middle East and Africa regions.
The partnership entails production of co-branded content for the fans in the aforementioned regions, with TCL also offering Arsenal fans exclusive discounts and matchday opportunities.
The two parties last renewed their partnership in March 2023.
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British fashion designer Stella McCartney worked with Arsenal FC and their kit supplier Adidas to design an exclusive away kit and travel range for the Arsenal senior women’s team.
Launched in late September 2023, this was the first time in the club’s history that their women’s team donned a shirt exclusively crafted for them.
The British streetwear brand worked with the club and Adidas in October 2023 to release a limited-edition lifestyle collection that comprised pre-match and travel wear ranges.
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