Arsenal Formalises Partnership with Paramount+ for Content and Matchday Activation.

Roger Hampel

Image: Nelson Ndongala / Unsplash

Arsenal has announced a new global partnership with Paramount+, bringing one of the world’s largest streaming platforms deeper into elite football as competition for fan attention accelerates across sport and entertainment. The agreement positions Paramount+ as an Official Partner of the club and integrates the streamer’s branding and content into Arsenal’s matchday and digital ecosystem throughout the 2025/26 season.

The deal reflects a wider trend: major entertainment platforms are increasingly seeking partnerships with top football clubs to strengthen global reach, support subscriber acquisition and embed their brands within high-engagement communities.

A Cross-Industry Partnership Reflecting Shifting Media Consumption

The agreement will see Arsenal work with Paramount+ on a variety of co-branded content initiatives, social-media campaigns and promotional activities linked to some of the platform’s top IP, including Landman, MobLand, Yellowstone, South Park and SpongeBob SquarePants.

Matchday integration will include in-stadium branding, big-screen visibility, programme features and themed stadium activations across both men’s and women’s fixtures. Paramount+ will also appear across selected retail and digital fan-experience touchpoints.

A launch campaign titled “For the Love of the Team”, narrated by Thierry Henry, has been released to accompany the announcement.

Why This Matters: Entertainment Brands Target Football’s Global Reach Arsenal Paramount+

Streaming platforms are increasingly turning to football partnerships as a hedge against shifting subscription patterns and rising customer-acquisition costs. The logic is simple:

• football offers consistent, high-frequency global attention,

• clubs provide access to segmented audiences across dozens of markets,

• and digital platforms benefit from built-in emotional loyalty.

For Arsenal, the partnership adds another global brand to its commercial portfolio and supports its long-term strategy to create new digital experiences for supporters.

Arsenal’s Commercial Strategy: Media Partnerships as Growth Drivers

Arsenal Chief Commercial Officer Juliet Slot framed the deal as part of the club’s ambition to expand supporter experiences, though the club has not disclosed financial terms. The partnership fits within Arsenal’s broader move to collaborate with consumer-tech and media groups whose content ecosystems can extend the club’s reach to non-matchday audiences.

Paramount+ will leverage Arsenal’s visibility across social media—particularly platforms like TikTok, YouTube and Instagram—to deliver content tied to major releases throughout 2025/26.The first activation, built around the new season of Landman, will feature first-team players appearing alongside influencer Sharky, Eberechi Eze, William Saliba and Gabriel Martinelli.

Future campaigns will be aligned with additional Paramount+ series launches, featuring players from both the men’s and women’s squads.