Maciej Koper
When technology meets sport, truly great things can arise. And this is exactly what is happening with Arsenal and TCL. The club from North London and the Chinese consumer electronics giant have just signed a multi-year, global partnership agreement, which not only expands their existing collaboration but also demonstrates 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 touchline. 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 it covered Great Britain, the Middle East and Africa. The result? Campaigns such as "Go Big with TCL" or "Inspire Greatness" featuring the biggest names of the Gunners: Bukayo Saka, Gabriel Jesus, Declan Rice or Ben White.
TCL entered the sports arena with full commitment. Launches, storytelling, presence at events – such as Robert Pires' participation at the TCL booth during IFA Berlin or meeting with Arsenal players in Dubai for the brand's clients. These were not actions solely related to finances. They were collaborations aimed at bringing fans closer to new technologies.
Officially: TCL becomes the Global Partner of Arsenal for Consumer Electronics
On 29 May 2025, it was announced that TCL is the official Global Partner of Arsenal for Consumer Electronics. This means: greater reach, increased engagement, and definitely more joint projects – both for fans and TCL customers.
Juliet Slot, Arsenal's commercial director, is in no doubt about the significance of this move:
– “We are immensely proud of our collaboration 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, always placing fans at the heart of everything we do.”
And interestingly, we will soon see the fruits of this cooperation, as TCL will be integrated e.g. with the flagship programme “Live from N5”, which accompanies the matches held at the Emirates Stadium.
And speaking of TCL – if you are planning to purchase 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
In this partnership, it's not about classic "product placement". TCL actively participates in creating modern experiences for fans – with an emphasis on hardware, digital and emotional integration.
In summer 2025, Arsenal will embark on a tour to Singapore and Hong Kong. It's no coincidence – Hong Kong is home to TCL's headquarters. 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, General Manager of TCL for the Middle East and Africa, emphasises:
– “We are proud to take our partnership with Arsenal to a global level – this is an important milestone for TCL. Expanding this collaboration reflects our shared ambitions to be a leader through a pursuit of excellence, innovation and passion.”
What does this mean for us, the 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 through the association with one of the biggest clubs in the world.
Thirdly: fans receive interesting additions that connect the sports and technology industries – storytelling, activations, meetings, content.
