Arsenal Strengthens Commercial Ties with Deel as New Sleeve Partner
In a strategic move to enhance its commercial portfolio, Arsenal Football Club has officially announced Deel as its new sleeve sponsorship partner, replacing Visit Rwanda. The partnership marks a significant step in Arsenal’s ongoing efforts to secure lucrative deals that support the club’s ambitions both on and off the pitch.
Details of the New Sponsorship Deal
Deel, a global payroll and HR platform, will now feature on the iconic sleeve of Arsenal’s kit, beginning with the upcoming 2023/24 season. The deal is reported to be valued at approximately £18 million annually, nearly double the previous sponsorship agreement with Visit Rwanda, which was valued at around £10 million per year.
Significance of the Partnership
Juliet Slot, Arsenal’s Chief Commercial Officer, expressed enthusiasm about the partnership, stating:
“Our iconic kit and sleeve are among the most visible positions in world football, and we’re delighted to welcome Deel’s name there after they joined our family earlier this year. Deel will support how we operate as a club as we enter this next chapter in our relationship. All our partnerships play a direct role in delivering our long-term ambition to win major trophies in a financially sustainable way.”
Similarly, Alex Bouaziz, CEO and Co-Founder of Deel, highlighted the significance of the partnership, noting:
“Having our name on one of the most iconic shirts in world football is a proud moment for everyone at Deel, and a reflection of a partnership built on shared global ambition. We’re looking forward to the upcoming season and everything still to come.”
Implications for Arsenal and Premier League
This deal places Arsenal among the top clubs in the Premier League regarding sleeve sponsorship value. With an annual fee of approximately £18 million, the partnership makes Arsenal’s sleeve deal the third-highest in the league, behind only Manchester United and Manchester City, each earning around £20 million per season from their sleeve sponsors.
Additional Context and Future Plans
Arsenal’s new kit for the 2023/24 season is set to be launched on Friday, with fans already getting a sneak preview of the designs, including the new away kit, which has received positive feedback. The partnership with Deel also aligns with the club’s broader strategy to maximize commercial revenue streams and strengthen its global presence.
As Arsenal continues to build its competitive and commercial profile, the new sponsorship deal with Deel demonstrates the club’s commitment to securing high-value partnerships that support its long-term sporting and financial goals.
