Paramount+ has struck a global content and marketing partnership with Arsenal, bringing the US streaming service into the Premier League club’s matchday and digital operations at a moment when the company is stepping up its European football ambitions.
Under the multi-year deal, Paramount+ becomes an Official Partner of Arsenal across the men’s and women’s teams. The agreement centers on co-branded content and stadium visibility rather than shirt sponsorship. Arsenal players, former players and supporters will front campaigns tied to series such as Taylor Sheridan’s Landman and Guy Ritchie’s MobLand, with Paramount+ branding on big screens, in matchday programmes and across other in-stadium activations.
The partnership launches with For the Love of the Team, a short film narrated by club legend Thierry Henry that celebrates supporters and links the club’s identity to the streamer’s drama slate. Future campaigns through the 2025-26 season will feature first-team players in content timed to major Paramount+ premieres, including a planned piece pairing Arsenal squad members and creator Sharky with Crystal Palace’s Eberechi Eze.
Marco Nobili, executive vice president and international general manager at Paramount+, said the company is “beyond excited to unite Paramount+ and Arsenal – two global iconic brands with supporters that live and breathe passion,” positioning the tie-up as a way to bring its entertainment franchises closer to football audiences.
Arsenal chief commercial officer Juliet Slot called Paramount+ “a world-class, global entertainment brand” and highlighted the investment and creative resources the platform will bring to fan engagement and the club’s push for trophies.
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The timing aligns with Paramount’s successful bid for the bulk of UEFA Champions League rights in the UK from 2027 to 2031, a deal that will see the company broadcast most matches while Amazon retains a smaller package of first-pick games. The rights auction lifted values across major European markets and marked a significant move into live football for the US-based group.
For Arsenal, the agreement fits a wider push to grow commercial income through long-term strategic partners. Independent sponsorship valuations place the club’s front-of-shirt worth near £50m per year, underlining the pressure to keep pace with rivals chasing record kit deals. Slot has previously described a shift away from simply “plugging” brands into existing systems toward building integrated partnerships that support data-driven fan engagement.
The club is also recalibrating its portfolio after confirming that its controversial sleeve sponsorship with Visit Rwanda will end at the close of the current season. That deal drew sustained criticism from fan groups and from the government of the Democratic Republic of Congo over Rwanda’s human-rights record, prompting internal debate over the balance between revenue and reputation.
Commercial analysts note that the Paramount+ tie-up enters sensitive territory for English football. The Premier League previously blocked a proposed Paramount+ shirt sponsorship at Chelsea over concerns about conflicts with domestic broadcast partners. By focusing on co-branded content and in-stadium presence rather than front-of-shirt visibility, the Arsenal agreement appears to sit on safer regulatory ground while still putting a new global streaming brand alongside one of the league’s highest-profile teams.
