Arsenal Engages Over 140,000 Fans in Asia During Singapore and Hong Kong Pre-Season Tour.

Roger Hampel

Image: Arsenal FC

During its 2025 pre-season tour, Arsenal FC attracted over 140,000 supporters across Singapore and Hong Kong in a strategic effort to strengthen ties with Asian markets and global fan communities. The trip marked Arsenal’s first visit to the region since 2018 and combined football preparation with extensive commercial and community engagement.

Strong Fan Turnout Across Key Events Arsenal Asia

Over 12 days, Arsenal held three matches, multiple open training sessions, and a series of sponsor-led and community events, drawing significant crowds in both cities:

• Singapore: Approximately 70,000 fans attended sessions and matches against AC Milan and Newcastle United at the Singapore National Stadium.

• Hong Kong: Another 70,000 supporters participated in training and attended the first-ever North London derby outside the UK, held at Kai Tak Stadium, which recorded an official attendance of 49,975.

  
  

The tour featured appearances from newly signed players including Martin Zubimendi, Kepa Arrizabalaga, Christian Nørgaard, Cristhian Mosquera, and Viktor Gyökeres, with several debut announcements made during public events.

Commercial Partnerships and Brand Exposure

The tour was used as a platform to activate multiple global partnerships, including:

• Guinness – Celebrated as a new partner at a supporters’ party in Singapore.

• Airwallex – Official tour presenting partner.

• Chivas – Involved in hospitality and fan events.

• adidas – Supported kit launches and Q&A sessions at flagship stores.

• Emirates – Participated as Arsenal’s long-term principal partner.

  
  

These activations are aligned with Arsenal’s broader strategy to expand visibility in Asia, a region where football interest continues to grow, particularly among younger, digitally engaged demographics.

Grassroots and Community Engagement

Arsenal hosted soccer clinics led by club legends Ray Parlour, Gilberto Silva, and Bacary Sagna, as well as first-team players and coaches. Over 12,000 children attended events in Singapore and Hong Kong, with some invited onto the pitch during open sessions.

The club emphasized continuity in its community work across Asia, referencing more than 10,000 children reached by Arsenal clinics over the past decade.

Regional Supporter Network and Market Presence

Official Arsenal supporters’ clubs from Singapore, Hong Kong, and 14 other countries in the region—including Malaysia, Thailand, Indonesia, and Australia—played a role in hosting events and welcoming traveling fans. Club executives cited this tour as a vital touchpoint in maintaining relevance in high-growth football markets.

Arsenal Managing Director Rich Garlick described the visit as essential for deepening relationships with both fans and sponsors:

“The support in Singapore and Hong Kong has been incredible. It’s been a key step in preparing for the new season while reinforcing our international presence.”