Streaming platform Paramount+ is teaming up with Arsenal to fuse its hit shows with matchday and digital activations, as it builds a bigger football footprint ahead of taking on UEFA Champions League rights in key markets.
Arsenal has added Paramount+ to its commercial roster in a global partnership that will bring the streaming platform’s entertainment brands into the club’s men’s and women’s matchday and digital environments.
Announced today (November 28), the deal sees Paramount+ become an official partner of the Premier League club, with branding to feature around Emirates Stadium and across club channels, and a slate of co-branded content built around some of the service’s flagship series. Arsenal did not disclose financial terms.
The tie-up launches with a bespoke film, For the Love of the Team, narrated by club legend Thierry Henry, which was released today to mark the start of the partnership. Arsenal players, former players and supporters will front campaigns tied to Paramount+ titles including Taylor Sheridan’s Landman and Guy Ritchie’s MobLand, as well as long-running franchises such as SpongeBob, South Park and Yellowstone.
“We’re beyond excited to unite Paramount+ and Arsenal, two global iconic brands with supporters that live and breathe passion,” said Marco Nobili, Executive Vice President and International General Manager at Paramount+.“This partnership brings the drama, comedy, and unforgettable moments of both worlds to life, on the pitch and beyond.
Juliet Slot, Chief Commercial Officer at Arsenal, framed the agreement as part of the club’s broader strategy to deepen fan engagement through off-pitch experiences.
“We’re delighted to welcome Paramount+ into our Arsenal family. They’re a world-class, global entertainment brand, and we’re so excited to work together and create new ways for our supporters to feel even closer to the club,” she said.
“Their expertise, creativity and investment strengthen our ability to deliver outstanding experiences for our supporters and supports our ambition to compete for major trophies.”
Branding and content across men’s and women’s teams
As part of the collaboration, Paramount+ branding will appear on the big screens, in matchday programme features and across in-stadium activations on both men’s and women’s matchdays during the 2025/26 season. The club and streamer will also run joint social media campaigns throughout the year, positioning the partnership in front of global digital audiences as well as fans inside Emirates Stadium.
Future campaigns will track key Paramount+ releases. The first, set around the return of Landman this November, will feature first-team players in conversation with lifelong Arsenal fan and content creator Sharky, alongside Eberechi Eze, William Saliba and Gabriel Martinelli, before further content strands roll out with men’s and women’s first-team players linked to other titles on the platform.
Paramount+ builds football footprint after Champions League coup
The announcement comes less than a week after Paramount secured the bulk of UEFA Champions League streaming rights in the UK from 2027 to 2031, outbidding incumbent broadcaster TNT Sports in a major shake-up of the domestic rights market.
From the 2027/28 season, Paramount+ will show most Champions League matches in the UK and Ireland, with Amazon Prime Video retaining first pick of Tuesday fixtures and Sky Sports taking over Europa League and Conference League rights. The company already holds Champions League rights in the US through CBS Sports’ Golazo coverage, where Henry is among the pundits.
The Arsenal deal also fits a broader pattern of Paramount+ using club partnerships to market its streaming offer. In Serie A, the platform stepped in first as a one-off jersey partner for Inter Milan in the 2023 Champions League final, then as main shirt sponsor for the club’s men’s and women’s teams during the 2023/24 season.
Arsenal’s commercial pivot towards global entertainment brands
For Arsenal, Paramount+ joins a sponsorship portfolio anchored by front-of-shirt and stadium naming rights partner Emirates, kit supplier Adidas, and Dubai-based real estate group Sobha Realty, which holds training ground naming and training kit inventory.
The timing also follows confirmation that the club’s high-profile Visit Rwanda sleeve deal will end in June 2026, concluding an eight-season agreement worth around £10m a year which has faced sustained criticism over Rwanda’s human rights record and alleged role in the conflict in the Democratic Republic of Congo.
While Paramount+ is joining as an Official Partner rather than a shirt or sleeve sponsor, the move underlines the club’s continued focus on globally recognised consumer brands, particularly in media and technology, as it refreshes its commercial line-up.
Streaming platforms and the ‘content club’ model
Elite clubs have increasingly become content hubs in their own right, partnering with streamers to reach global audiences. Arsenal were among the early adopters, fronting Amazon’s All or Nothing: Arsenal docuseries in 2022, which took viewers inside the club’s 2021/22 campaign and was widely seen as a commercial success for both parties.
Since then, the football documentary boom has attracted criticism for being overly controlled and promotional, yet streaming platforms continue to see football IP as a powerful driver of subscription and engagement. Paramount+’s new Champions League packages and its latest club partnerships suggest the next phase of that strategy will combine premium live rights with always-on marketing through clubs and their players.
