Arsenal is one of the most famous and successful football clubs in England and the world. Founded in 1886, the club has a rich history, numerous trophies, and millions of loyal fans around the world. Arsenal is known not only for its sporting achievements but also for its innovation in management, marketing, and brand development.
One of the key aspects of the success of modern football clubs is sponsorship. It is not just a source of additional funding — it is a strategic partnership that helps the club develop, invest in players and infrastructure, and strengthen its image on the international stage. Sponsorship contracts open doors to new markets, technologies, and audiences, ensuring stability and growth. During its existence, the club has had sponsors from various industries, ranging from airlines to gaming companies such as non Gamstop casinos .
Early sponsorship
In its first decades, Arsenal, like most football clubs, did not have extensive sponsorship practices in the modern sense. The club was financed mainly by membership fees, ticket sales, and support from local sponsors and businesses. However, in the 1970s and 1980s, the first commercial deals began to appear in football, and Arsenal gradually joined this trend.
The club’s commercial deals began in the late 1970s and early 1980s. It was at this time that the club began working with its first partners, who placed their logos on the players’ uniforms — a new idea for football at the time. This was an important step for the club, allowing it to increase its revenue and commercial appeal.
The first sponsor logos appeared on Arsenal’s kit in the 1980s. At that time, football clubs in the UK were just beginning to experiment with placing sponsor logos on their playing kits, and Arsenal was one of the pioneers of this practice. Initially, these were modest, local brands, often associated with the London area or sectors that supported the club at the local level.
The first partners were mainly small companies or local businesses interested in the opportunity to raise their profile through football. Such collaborations were mutually beneficial: the club received financial support, and the brands gained access to a growing audience of fans. Over time, this practice scaled up and turned into global sponsorship involving well-known international corporations.
Key stages in the development of Arsenal’s sponsorship
In the 1990s, the football industry experienced a significant commercial boom, and Arsenal was no exception. The club actively developed its commercial activities, signing contracts with well-known brands. Famous sponsors of that period include
- JVC — one of Arsenal’s most famous sponsors in the 1990s, whose logos were featured on the club’s kit for a long time. This partnership lasted for about 15 years (1981-1999), making JVC one of the club’s longest-standing partners.
- Other local and international brands also began to support the club through advertising and partnerships.
The impact of commercial contracts on the club’s development:
- A significant increase in financial resources allowed investment in player transfers, infrastructure improvements, and marketing.
- Arsenal’s growing popularity on a national and international scale.
- Formation of a foundation for the club’s further development as a brand.
The 2000s were a turning point in Arsenal’s commercial development. Contract with Nike as equipment supplier:
- In 1994, Arsenal signed a contract with Nike that lasted for over 10 years.
- The partnership with Nike helped the club reach a new level of quality in its kit and also strengthened the brand’s global positioning.
Sponsorship agreement with Emirates Airlines:
- In 2004, a long-term partnership began with Emirates Airlines.
- Emirates became the club’s official sponsor and main kit sponsor.
- This contract was one of the largest in football at the time in terms of funding.
Emirates becomes main sponsor and stadium name:
- In 2006, Arsenal opened a new stadium, which was named Emirates Stadium.
- This move strengthened Emirates’ position as the club’s main commercial partner.
- The stadium name helped increase Emirates’ brand recognition in the world of sports.
The 2010s were a decade characterized by stability and expansion of sponsorship agreements. Continuation of cooperation with Emirates:
- The contract with Emirates has been renewed several times, strengthening the club’s financial base.
- Emirates’ sponsorship became one of the most powerful and longest-running deals in the world of football.
Additional sponsors and partnerships (technical, financial):
- The club expanded its circle of partners to include financial institutions, technology companies, sports nutrition, and more.
- Partnerships have been formed with brands that support the club in various areas beyond sports equipment.
Changes in kit design due to sponsorship agreements:
- New design elements have been introduced to reflect the brand partners.
- Use of modern materials from equipment manufacturers (in particular, switching from Nike to Puma in 2019).
The 2020s are a new period characterized by digitalization, globalization, and a growing focus on social responsibility. Renewal of contracts with key sponsors:
- Continuing cooperation with Emirates and Puma on favorable terms.
- Signing new agreements that take into account current market realities, including digital platforms and cryptocurrencies.
New partnerships aimed at global markets:
- Focus on the Asian and North American markets.
- Cooperation with technology brands, streaming platforms, as well as environmental and social initiatives.
Environmental and social initiatives within sponsorship agreements:
- Support for sustainable development, green football, and inclusivity projects.
- Implementation of corporate social responsibility programs in partnership with sponsors.
- Use of sponsorship as a tool to promote the club’s values around the world.
Most notable sponsorship contracts
Contract with Emirates Airlines. Contract duration and value:
- The partnership between Arsenal and Emirates Airlines began in 2004.
- The contract was signed for 15 years with a total value of over £100 million.
- In 2018, the parties renewed the agreement, extending the partnership until at least 2024.
- Emirates’ annual payments to the club are estimated at around £30-40 million, making this contract one of the largest in world football.
Significance for the club:
- Emirates became Arsenal’s main kit sponsor and also acquired the naming rights to the stadium, which is now called the Emirates Stadium.
- The financial resources from the contract have allowed the club to significantly increase its budget for transfers and infrastructure upgrades.
- The partnership with the global brand Emirates has significantly strengthened Arsenal’s international image, opening up new markets, particularly in South Asia and the Middle East.
- The stadium name with the Emirates logo became a symbol of a new level of development for the club, increasing its recognition among both fans and business partners.
Contracts with Nike and Adidas
Nike:
- The partnership between Arsenal and Nike lasted from 1994 to 2014.
- During this period, Nike supplied equipment and significantly influenced the design of the kit, integrating innovative materials and technologies.
- The contract brought the club annual revenues of between £10 million and £15 million.
- The partnership with Nike strengthened the club’s commercial potential through global distribution of equipment and marketing campaigns.
Adidas:
- After the deal with Nike ended in 2014, Arsenal signed a contract with Adidas that lasted until 2019.
- Adidas also invested in kit design and technology, providing the club with modern kits that reflected tradition and innovation.
- This period was characterised by an increase in the club’s marketing presence around the world.
- The contract with Adidas was valued at approximately £20 million per year.
Other major partners
- Visit Rwanda — Since 2018, Arsenal has been working with the Rwanda Tourism Board, which has its logo on the sleeve of the kit. This contract highlights the club’s interest in expanding its presence in Africa.
- Fly Emirates (airline) — In addition to being the main sponsor, it also supports the club through various marketing activities.
- Technological partners:
- Cisco Systems — IT solutions provider, collaboration in digital technology and fan engagement.
- SAP — analytics and data management partner, helping the club optimize its sporting and business processes.
- Financial companies
- Standard Chartered and other banks support Arsenal through various financial services and partnerships.
These partnerships not only provide additional income, but also help Arsenal remain one of the most technologically savvy and innovative football clubs in the world.
The impact of sponsorship on the club
Sponsorship contracts are one of Arsenal’s main sources of income, providing the club with financial stability even in difficult economic times. The huge funds received from such partnerships allow investment in:
- Infrastructure improvements — construction and modernization of the Emirates Stadium, training facilities, and medical centers.
- The acquisition of top players and the development of the youth academy.
- Support for other commercial initiatives that strengthen the club’s competitiveness in the market.
- Marketing and brand promotion expenses, which in turn increase revenue from merchandise, tickets, and media rights.
In this way, sponsorship provides a solid financial foundation for the club’s long-term development and enables it to achieve its ambitious sporting and business goals.
Collaboration with global brands such as Emirates Airlines, Nike, and Adidas helps to take Arsenal’s image far beyond the UK. Thanks to sponsorship agreements, the club receives:
- Access to new markets — the Middle East, Asia, Africa, and North America.
- Attracting an international audience through advertising campaigns and joint projects with partners.
- Increased brand awareness through the presence of sponsor logos on uniforms, at the stadium, and on digital platforms.
- Partnership programs that allow fans around the world to feel connected to the club, regardless of their location.
This expansion not only increases revenue but also enhances Arsenal’s status as a global sports brand.
Sponsorship agreements open up additional opportunities for interaction with fans:
- Joint marketing campaigns and promotions with sponsors to increase interest in the club and build loyalty.
- Introducing innovative digital services—mobile apps, interactive platforms, and streaming—that create new channels of communication with the audience.
- Supporting social and charitable initiatives that engage fans and promote a positive image of the club.
- The ability to organize exclusive events, meetings, and promotions for fans thanks to the resources and network of sponsors.
Thanks to these factors, sponsorship helps Arsenal not only remain popular but also develop an active, loyal, and global fan base.
Casino sponsorship: features and challenges
In the 2020s, more and more European football clubs began to enter into partnerships with gambling companies, including online casinos and bookmakers. Arsenal has not stood aside from this trend, attracting the gambling sector to cooperation, which has sparked both commercial interest and public debate.
Examples of cooperation
- Over the years, Arsenal has had several official partners from the gambling industry, including VBet, an Armenian brand that became the club’s official betting partner. The agreement covered not only traditional advertising but also the creation of exclusive content for fans.
- Arsenal has also collaborated with other betting platforms operating in various regions of the world, including Asia and Africa.
Commercial viability
- The gambling industry is one of the most profitable sectors, actively investing in sports as a channel for advertising and reaching a wide audience.
- For clubs, such contracts often mean quick access to large sums of money that can be used for transfers, player salaries, infrastructure, and more.
- Casinos and bookmakers also often offer interactive activities, bonuses for fans, and promotions featuring club symbols.
Ethical issues and criticism
- Cooperation with the gambling industry has been criticized by the public, particularly due to concerns about gambling addiction, especially among young people.
- In the UK, there are growing calls to restrict gambling advertising in sport, and Arsenal, as a socially responsible club, faces the need to balance commercial benefits with reputational risks.
- In 2023, the club even received an official warning from regulators over advertising content that did not meet standards for protecting minors.
The club’s current position
- Arsenal is currently cautious in its selection of gambling partners, only entering into agreements with companies that adhere to responsible gaming principles and are licensed in jurisdictions with clear regulations.
- At the same time, the club invests in educational campaigns on gambling addiction, demonstrating its commitment to social responsibility.
In conclusion, sponsorship deals have been key to Arsenal’s financial stability, paving the way for the construction of a new stadium, increasing competitiveness in the transfer market, and significantly expanding the fan base worldwide. They have also become a tool for promoting the club’s values, including environmental, social, and educational initiatives.
Despite challenges, including ethical issues surrounding partnerships with the gambling industry, Arsenal continues to strike a balance between commercial interests and social responsibility. In the future, we can expect even greater integration with technology brands, growth in digital formats of cooperation, and an even more active expansion into new markets.
Sponsorship is not just a logo on a jersey. For Arsenal, it is an important tool for stability, growth, and global influence that shapes the club’s present and determines its future.
