Michał Stekla
When technology meets sport, really great things can come from it. And that's exactly what is happening with Arsenal and TCL. The north London club and the Chinese consumer electronics giant have just signed a multi-year, global partnership agreement that not only extends their previous cooperation but also showcases what modern partnerships look like in the world of sport and technology.
This will not just be a logo on shirts or LED boards along the sideline. It is a strategy that combines storytelling, technology, and a premium fan experience.
From the "Inspire Greatness" Campaign to the Global Stage
The collaboration between Arsenal and TCL began back in 2023 – at that time covering the UK, the Middle East, and Africa. The result? Campaigns like "Go Big with TCL" and "Inspire Greatness" featuring some of the biggest names from the Gunners: Bukayo Saka, Gabriel Jesus, Declan Rice, and Ben White.
TCL entered the sports arena with full commitment. Launches, storytelling, presence at events – such as Robert Pires' appearance at the TCL stand during IFA Berlin or meetings with Arsenal players in Dubai for brand clients. These were not activities solely related to finances. They were partnerships aimed at bringing fans closer to new technologies.
Officially: TCL Becomes Arsenal's Global Consumer Electronics Partner
On 29 May 2025, it was announced that TCL has become the official Global Consumer Electronics Partner of Arsenal. This means: greater reach, increased engagement, and definitely more joint projects – for both fans and TCL customers.
Juliet Slot, Arsenal's commercial director, has no doubt about the significance of this move:
– “We are hugely proud of our ongoing partnership with TCL, which has laid the foundation for a new chapter in our relationship and demonstrates the strength of our partnership and shared values. As our new global partner, we are excited to continue this successful collaboration, working together to achieve our goals while always putting fans at the centre of everything we do.”
And interestingly, the fruits of this collaboration will be evident shortly, as TCL will be integrated with m.in. the flagship programme “Live from N5”, which accompanies the matches played at Emirates Stadium.
Speaking of TCL – if you’re planning to buy a new television, make sure to check out our ranking of the best TCL models that have just gone on sale.
Technology Meets Football: More Than Just Exposure
This partnership isn't about classic "product placement". TCL is actively involved in creating modern experiences for fans – with an emphasis on hardware, digital, and emotional integration.
In the summer of 2025, Arsenal is going on tour to Singapore and Hong Kong. This is no coincidence – it is in Hong Kong that TCL's main headquarters are located. The tour will be an opportunity for brand activation in one of the key markets and direct contact with fans who until now could only follow the club from a distance.
Sunny Yang, CEO of TCL for the Middle East and Africa, emphasises:
– “We are proud to elevate our partnership with Arsenal to a global level – this is an important milestone for TCL. Expanding this cooperation reflects our shared ambitions to be leaders through a commitment to excellence, innovation, and passion.”
What impact does this have on us as consumers?
Firstly: Arsenal gains a partner that understands modern communication and has a global reach.
Secondly: TCL positions itself as a premium player – and not just through the quality of its equipment, but also by associating with one of the biggest clubs in the world.
Thirdly: fans receive interesting additions that combine the sports and technology industries – storytelling, activations, meetings, content.
