Arsenal enter 2025 with one of the most vibrant and commercially robust partnership portfolios in world football, underpinned by long-term deals that enhance global brand positioning and maximise revenue streams. The club’s strategy centres on securing high-value agreements that combine financial strength with fan engagement, while expanding into new international markets.
Its commercial backbone rests on its established Principal Partners – adidas, Emirates, SOBHA Realty and Visit Rwanda – while recent additions include Guinness, Airwallex and Asahi. The club also continues to prioritise the growth of its women’s team, investment in sustainability, and digital innovation, cementing its reputation as one of football’s most powerful global brands.
Principal partners: pillars of commercial strength
Arsenal’s Principal Partners form the cornerstone of its commercial power, delivering major financial backing and extensive brand reach. These long-term relationships are integral to the club’s development as a global sporting and cultural entity.
adidas (official kit manufacturer)
Arsenal’s partnership with adidas, renewed after their 2019–20 reunion, has been extended until 2030 in a record-breaking agreement worth £75 million per year – the richest kit manufacturing deal in Premier League history. The relationship extends beyond performance wear, with a strong focus on Arsenal Women, raising their international profile. adidas also supports community projects, including the No More Red campaign, which tackles youth violence. The partnership reflects a shared commitment to excellence on the pitch and social responsibility off it.
Emirates (front-of-shirt and stadium naming rights)
The Emirates sponsorship, in place since 2006, is among the most recognisable and enduring deals in football. Extended until 2028, it is now the longest front-of-shirt agreement in Premier League history. Worth around £40 million annually, the partnership covers the men’s, women’s and academy teams, and includes naming rights to Emirates Stadium. It reflects a shared ambition to connect global communities through football.
SOBHA Realty (official global real estate partner)
In September 2023, Arsenal announced a landmark four-year global partnership with Dubai-based luxury property developer SOBHA Realty. It became the club’s first Official Global Real Estate Partner and the first in the Premier League to secure training ground naming rights. The Sobha Realty Training Centre now bears its name, with branding also prominent at Emirates Stadium. The deal includes community initiatives such as youth football clinics, highlighting a shared commitment to excellence and engagement.
Visit Rwanda (official tourism partner and sleeve sponsor)
Arsenal’s partnership with Visit Rwanda, first signed in 2018, made the East African nation the club’s official tourism partner and first-ever sleeve sponsor. Confirmed as active in 2025, the deal has been highly effective in promoting Rwanda’s tourism industry and national brand, with the country’s tourism budget reportedly increasing by 24 per cent since 2019.
The agreement includes branding on the men’s, women’s and academy kits, as well as player visits and Emirates Stadium visibility. These activations have helped position Rwanda as a cultural destination to a vast global audience. However, the partnership is now under heightened scrutiny, creating one of the most significant reputational challenges Arsenal’s commercial department has faced in recent years.
Global partners: expanding reach and specialisation
Arsenal’s global partners reflect a strategy to build the brand across multiple industries and markets. These deals often include specific product category exclusivity, international marketing activations and community-focused campaigns to deepen fan engagement worldwide.
Athletic Brewing Co. (official alcohol-free beer partner)
In July 2025, Arsenal renewed its multi-year agreement with Athletic Brewing Company after a successful debut season in which alcohol-free beer sales at Emirates Stadium rose by more than 100 per cent. The partnership ensures the continued availability of the brand’s Run Wild IPA in cans and on draught, alongside a new low-calorie lager. The deal also increases in-stadium, digital and fan engagement presence, with a co-branded special edition brew planned later in the season.
Betway (global betting partner)
Betway is a global online betting company that was established in 2006. It provides several products such as sports betting, online casino games, online poker, and online bingo. Betway is a subsidiary of Super Group that was listed on the New York Stock Exchange. In the first season of the 2023 /24, Betway started a multi-year deal to be the Global Betting Partner of Arsenal. The collaboration comprises worldwide activations and special content distributed over all social media platforms. The branding of Betway is evident in the advertising boards in Emirates Stadium in all domestic matches in the Premier League, FA cup, and Carabao cup, which gives the brand the visibility it needs at a global scale. The partnership also focuses on the idea of responsible gambling, which is consistent with industry-wide practice.
Chivas Regal (official whisky partner)
Chivas Regal became Arsenal’s first-ever official whisky partner ahead of the 2024–25 season. The agreement supports both the men’s and women’s teams and extends beyond branding to include pop-up events, exclusive fan experiences, promotional content and pub activations. The partnership aims to combine luxury hospitality with football culture on a global scale.
ComAve (official e-commerce marketplace partner)
In September 2024, ComAve entered a multi-year agreement to become Arsenal’s official e-commerce marketplace partner. The collaboration aims to deliver a new online retail platform, enhancing the club’s digital infrastructure and fan shopping experience.
Google Pixel (official mobile phone partner)
Since summer 2023, Google Pixel has been Arsenal’s official mobile phone partner for the men’s and women’s teams. The partnership focuses on innovation, co-creating pitchside content, and elevating the visibility of female athletes. Google Pixel has pledged continued support for women’s football content creators beyond the 2023–24 season.
Hotels.com (exclusive hotel booking partner)
Signed in October 2023, the multi-year deal with Hotels.com provides branding at men’s and women’s matches and offers Arsenal fans access to bespoke travel packages. Player involvement in promotional content forms a key part of the agreement.
Konami (official football video gaming partner)
Arsenal’s partnership with Konami, renewed in August 2022, ensures the club remains a key feature in its eFootball gaming series. Emirates Stadium, club kits and detailed player scans are all included, while Konami branding appears in the home and away dugouts. Arsenal also competes in the eFootball Championship Pro series.
MG Motor (official automotive partner)
In January 2024, MG Motor UK became Arsenal’s official automotive partner in a multi-year deal covering the Middle East. The agreement coincided with MG’s centenary and supports both the men’s and women’s teams. Branding is featured at Emirates Stadium and Meadow Park, with content aimed at promoting MG’s electric vehicle range.
NTT Data (official global digital transformation partner)
NTT Data joined as Arsenal’s global digital transformation partner in September 2024, tasked with enhancing fan experiences through advanced analytics, machine learning and real-time integration. The aim is to deliver personalised content, offers and exclusive access to supporters.
Persil (Unilever’s Dirt Is Good) – official laundry partner
In August 2023, Arsenal signed a two-year global deal with Unilever’s ‘Dirt Is Good’ brand, marketed in the UK as Persil, for both the men’s and women’s teams. The partnership champions sport as a way to develop life skills in young people, encouraging participation without fear of ‘getting dirty’.
ZC Rubber (official global tyre partner)
Chinese manufacturer ZC Rubber signed a three-year agreement in December 2023, granting global marketing rights and LED advertising at Emirates Stadium. The deal includes social media collaborations, player appearances and distributor events, and runs until 2025.
Regional partners: local engagement and market penetration
Arsenal’s regional partners deepen connections with local markets and communities through targeted marketing, activations and socially responsible programmes.
Cadbury (official snacking partner)
Cadbury, Arsenal’s official snacking partner since 2020, extended its agreement in 2023 to include the women’s first team. The partnership also supports British Sign Language education on matchdays, aiming to reduce social isolation among deaf fans.
Lavazza (official coffee partner)
Italian coffee brand Lavazza has been Arsenal’s coffee partner since 2018, renewing its contract in 2021 and expanding to supply the women’s team. Its iTierra! Colombia eco-friendly blend is served in hospitality areas at Emirates Stadium.
Octopus Energy (official energy partner)
Since 2016, Octopus Energy has supplied Arsenal with 100 per cent renewable energy, helping cut CO₂ emissions by 2.32 million kg annually. Initiatives include tree planting, sustainability workshops and electric vehicle charging points at the stadium.
TCL (official global consumer electronics partner)
TCL began as a regional partner in 2023 before expanding to global status in May 2025. The partnership focuses on content creation, fan engagement and promoting shared values of innovation and performance.