English Premier League football club Arsenal and consumer electronics brand TCL have signed a new multi-year global partnership, building on their regional collaboration that began in 2023. Under the new agreement, TCL becomes Arsenal’s Official Global Consumer Electronics Partner to deepen ties with the club’s supporters worldwide.
The initial partnership focused on the UK, Middle East, and Africa. With the expanded deal, TCL will now work with Arsenal to engage fans in new regions.
“As our new global partner, we look forward to continuing this successful relationship, working together to achieve our goals, with our supporters at the heart of everything we do together,” said Juliet Slot, chief commercial officer at Arsenal.
The partnership will include new storytelling content featuring men’s first team player and TCL ambassador Bukayo Saka, as well as members of Arsenal’s UEFA Women’s Champions League-winning women’s team. Arsenal’s official matchday show, “Live from N5,” will also feature TCL product placements to help the brand reach fans around the world.
Connection with fans
Arsenal’s pre-season tour this summer includes stops in Singapore and Hong Kong, TCL’s global headquarters, offering more chances to engage with fans in Asia through on-the-ground experiences and content.
“This expanded alliance reflects our shared ambition to lead through excellence, innovation, and passion,” said Peter Che, CEO of TCL. “This global partnership allows us to strengthen our connection with fans worldwide and deliver immersive experiences that unite the power of technology with the spirit of sport.”
Past highlights of the partnership include digital campaigns featuring players like Bukayo Saka, Declan Rice, and Gabriel Jesus, as well as in-person events in Dubai, Berlin, and Turkey involving Arsenal legends and team members.
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