Arsenal’s new sleeve sponsorship deal for next season could be worth up to £25m, according to a report.
Football business insider Lukasz Baczek reports that Arsenal have signed a multi-year sleeve sponsorship with Deel worth at least £18m per year, and that figure could rise to £25m depending on the club’s sporting success.
Baczek clarifies that whilst Arsenal themselves have confirmed their HR partnership with Deel, there is a separate sleeve-sponsorship agreement with the same company in place. The new parternership will be announced once Arsenal’s contract with current sleeve sponsors Visit Rwanda expires.
Arsenal had been hoping to double the value of their £10m-a-season deal with Visit Rwanda, and this certainly puts them in and around doing so.
David Ornstein and James McNicholas had previously reported for The Athletic that a deal is in place for Deel to take over Arsenal’s Visit Rwanda sleeve sponsorship from 2026/27, but with no financial details available at that point.
This subsequent confirmation of the finances involved means Arsenal will jump up to having the third-largest sleeve sponsorship deal in the Premier League based on the £18m minimum, with Manchester United and Manchester City having £20m contracts.
It also means that if Arsenal hit their sporting targets and their sponsorship deal reaches £25m, it would then be the biggest in the league.
As mentioned, the club have officially confirmed that Deel are their official HR Platform Partner, with Chief Commercial Officer Juliet Slot saying: “We’re delighted to welcome Deel to our Arsenal family – a brilliant and innovative team who will bring so much to what we’re trying to achieve at our club.
“Their global platform matches the scale of our ambition and operations, and their investment will continue to power our growth. We’re looking forward to many successful seasons together.”
Arsenal’s official statement also confirmed that Deel branding would appear across the Emirates Stadium and the club’s digital channels, including all home fixtures across the Premier League, Women’s Super League, FA Cup, and League Cup.