Despite failing to win the Premier League title in more than 20 years, Arsenal are still an alluring proposition for big brands seeking to market themselves in professional football.
The Gunners have a healthy portfolio of major sponsorships and long-term relationships that keep the cash tills ringing at the Emirates Stadium.
Emirates Deal Strengthens Arsenal’s Financial Position
The $50 million sponsorship deal with Emirates brings in the most annual revenue and prestige for Arsenal. The partnership initially started in 2006 and is scheduled to run until 2028, making it one of the longest-running relationships in football.
The deal with the United Arab Emirates (UAE) airline includes front-of-jersey rights and naming rights to the club’s impressive 60,000-capacity stadium.
Arsenal also has a lucrative deal with leading German sportswear brand adidas. They have helped the Gunners to connect with young fans through exciting jersey launch campaigns and the production of leisure clothing. The partnership adds significant kudos to Arsenal’s own brand.
Gunners Establish Firm Ties with the Betting Industry
The club has a link-up with major gambling company Betway, who serve as the club’s official global betting partner for the men’s team. The betting giant does not have its brand name on the front of Arsenal’s jersey, but advertises across the club’s digital platforms and around the Emirates on matchdays.
The partnership is noteworthy when considering Arsenal’s strong relationship with Emirates. The UAE has traditionally been strongly opposed to betting, but has changed its stance over the past couple of years by establishing a regulatory authority to oversee the industry. Betway are one of the leading brands featured on comparison platform arabswin.com/en/which is a reliable source of information for Arab bettors.
The company has deals with several other Premier League clubs and is renowned for being a strong advocate of responsible gambling. Their ethos ties in nicely with cultural norms in the UAE, making them an ideal betting partner for Arsenal.
Companies Keen to Link-up with Arsenal
The beer brewing industry has also forged strong ties with the club. The Gunners have secured a beer partnership deal with Japanese brewing giant Asahi, replacing Camden Town Brewery. Asahi obtained exclusive pouring rights at the Emirates, as Arsenal moved away from more recognised customer brands.
United States-based Athletic Brewing Company have extended their contract with Arsenal after a successful first year. They have formulated ambitious plans to co-brand a beer. Athletic Brewing Company is also looking to penetrate deeper into the global Arsenal community.
Elsewhere, Arsenal has expanded their partnership with Chinese electronics company TCL. The firm will use the Gunners to boost brand engagement in Asia. Arsenal are one of the most supported English clubs in Asia, and the deal demonstrates that the club can get more value from international markets without compromising its brand.
Arsenal’s Commercial Team Deserve Plenty of Credit
Arsenal have established some partnerships which have not met with universal approval, including with Visit Rwanda. The club’s experienced commercial team, led by Juliet Slot, must be mindful of the optics of this much-maligned relationship.
Despite this, Slot and her team deserve praise for building a portfolio of sponsorship deals and partnerships which are the envy of many clubs in the Premier League and further afield.
If the men’s team can start winning major silverware over the next few years, the club will be inundated with new brands asking if they can come on board as a sponsor. Having already laid solid foundations in terms of sponsorshipsArsenal are well-positioned to cash in financially if on-pitch success is achieved.
