Michał Stekla
When technology meets sports, really big things can happen. And that's exactly what is happening in the case of Arsenal and TCL. The North London club and the Chinese consumer electronics giant have just signed a long-term, global partnership agreement that not only extends their previous collaboration but also shows what modern partnerships look like in the world of sports and technology.
This won't just be about a logo on jerseys or LED boards along the sidelines. It's 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 the time it encompassed the United Kingdom, the Middle East, and Africa. The result? Campaigns such as "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 – like Robert Pires' participation at the TCL booth during IFA Berlin or the meeting with Arsenal players in Dubai for brand customers. These were not merely financial initiatives. They were collaborations designed to bring fans closer to new technologies.
Officially: TCL Becomes the Global Partner of Arsenal for Consumer Electronics
On May 29, 2025, it was announced that TCL is becoming the official Global Partner of Arsenal for Consumer Electronics. This means: greater reach, more engagement, and definitely more joint projects – for both fans and TCL customers.
Juliet Slot, Arsenal's commercial director, has no doubts about the significance of this move:
– “We are immensely proud of our ongoing collaboration with TCL, which has laid the foundation for a new chapter in our relationship and speaks to the strength of our partnership and shared values. As our new global partner, we are excited to continue this successful collaboration, jointly pursuing our goals, always putting fans at the center of everything we do.”
And interestingly enough, we will see the fruits of this collaboration shortly, as TCL will be integrated with m.in. the flagship program “Live from N5,” which accompanies matches played at the Emirates Stadium.
And speaking of TCL – if you are planning to purchase a new television, be 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 is not about classic "product placement." TCL is actively involved in creating modern experiences for fans – with a focus on hardware, digital, and emotional integration.
In the summer of 2025, Arsenal will embark on a tour to Singapore and Hong Kong. This is 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 for direct contact with fans who until now have only been able to follow the club from a distance.
Sunny Yang, General Manager of TCL for the Middle East and Africa, emphasizes:
– “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 the pursuit of excellence, innovation, and passion.”
What does this mean for us, the consumers?
First: Arsenal gains a partner that understands modern communication and has global reach.
Second: TCL positions itself as a premium player – not only through the quality of its equipment but also through association with one of the world's largest clubs.
Third: fans receive interesting additions that connect the sports and technology industries – storytelling, activations, meetings, content.
