Arsenal, the Premier League club, have strengthened their global commercial strategy by signing a multi-year partnership with Paramount+, the streaming service owned by Paramount Global.
The deal positions Paramount+ as an official global partner of the club and deepens the fast-growing intersection between elite football and premium entertainment.
The agreement will see Paramount+ branding integrated across Emirates Stadium on both men’s and women’s matchdays, including in-bowl LED assets, media backdrops and matchday publications. Activations begin immediately and will run throughout Arsenal’s domestic and European campaigns.
Paramount+, the global streaming platform known for franchises spanning Yellowstone, Transformers and Star Trek, will also collaborate with Arsenal on bespoke entertainment content. The first project, For the Love of the Team, is a short film narrated by club legend Thierry Henry. More content is planned across the season featuring players, legends and supporters, blending football storytelling with entertainment production.
The partnership aligns with Paramount+’s wider football ambitions as it prepares to become the U.K. broadcaster for the majority of UEFA Champions League matches from 2027. Working with a globally recognised Premier League club gives the streamer a powerful platform to expand its reach among football audiences and accelerate its international market strategy.
Marco Nobili, Executive Vice President and International General Manager of Paramount+, said, “We’re beyond excited to unite Paramount+ and Arsenal– two global iconic brands with supporters that live and breathe passion. With hit series like SpongeBob, South Park, Landman, Yellowstone and more, we’re creating experiences that celebrate teamwork, elevate the game and connect supporters. This partnership brings the drama, comedy, and unforgettable moments of both worlds to life – on the pitch and beyond.”
Juliet Slot, Chief Commercial Officer at Arsenal, added, “We’re delighted to welcome Paramount+ into our Arsenal family. They’re a world-class, global entertainment brand, and we’re so excited to work together and create new ways for our supporters to feel even closer to the club. Their expertise, creativity and investment strengthen our ability to deliver outstanding experiences for our supporters and support our ambition to compete for major trophies.”
The deal reflects a larger trend of streaming platforms aligning with major sports properties as clubs seek fresh commercial categories, deeper fan engagement tools and new storytelling formats. Paramount+ has recently struck similar agreements with Manchester City, 1. FC Union Berlin, Inter Milan, and Formula 1, signalling a clear push into the global sports ecosystem.
For Arsenal, the partnership adds to an active commercial cycle that has seen new agreements with Zilch, Starling Bank, KONAMI, Stanley 1913, Guinness, Athletic Brewing, Asahi Super Dry, TCL, L’Oréal Paris, Bitpanda, and Airwallex. The club continues to build a diversified sponsorship roster built around digital innovation and global fan reach.
On the pitch, Arsenal are sitting first in both the Premier League and the UEFA Champions League group table. Mikel Arteta’s side now prepares for a demanding run of domestic fixtures against Chelsea, Brentford, Everton and Aston Villa, before shifting focus to Club Brugge in the Champions League and Crystal Palace in the Carabao Cup quarterfinals.
The partnership arrives at a moment when Arsenal’s commercial momentum and on-field form are aligned, giving the Paramount+ collaboration a strong launchpad as both brands pursue global growth through sport and entertainment.
