Global electronics giant TCL has expanded its partnership with Arsenal Football Club, becoming the club’s Official Global Consumer Electronics Partner. The agreement marks a major step forward from the brands’ previous regional collaboration and is set to deliver a deeper global engagement across sports and technology.
The move strengthens a relationship first established in 2023, when TCL became a regional partner of Arsenal in the UK, Middle East, and Africa. Now global in scope, the partnership will see TCL and Arsenal jointly connect with fans and consumers around the world, leveraging shared values of innovation, performance, and excellence.
Sunny Yang, General Manager for TCL Middle East & Africa, described the development as a pivotal moment in the company’s global branding strategy.
“We are proud to elevate our partnership with Arsenal to a global level. This expanded alliance reflects our shared ambition to lead through innovation, excellence, and passion,” Yang said. “We are building a legacy that unites the power of technology with the spirit of sport.”
The collaboration reflects a growing trend of technology brands deepening ties with top-flight football clubs to expand global visibility. As the No.2 TV brand worldwide, TCL continues to focus on smart living and immersive entertainment, and the Arsenal partnership supports this direction by fusing sport with cutting-edge technology.
Since the partnership began, TCL and Arsenal have delivered several successful initiatives:
- The ‘Go Big with TCL’ campaign featured Arsenal stars Bukayo Saka, Gabriel Jesus, and Mo Elneny, highlighting TCL’s XL TV collection to international audiences.
- The ‘Inspire Greatness’ campaign included appearances from players like Mikel Merino, Declan Rice, and Ben White, and emphasised both organisations’ commitment to community empowerment and innovation.
- Fans in Dubai participated in exclusive meet-and-greet sessions with Arsenal players during the club’s warm weather training camp, reinforcing local engagement.
- At IFA Berlin 2023, Arsenal legend Robert Pires made a special appearance at TCL’s booth during one of the world’s most prominent consumer tech exhibitions.
- In Turkey, another Arsenal legend, Martin Keown, headlined a TCL product launch event, connecting with media and fans alike.
The global rollout of the partnership will focus on creating high-impact moments both on and off the pitch, according to the two organisations. Through co-branded campaigns, immersive tech experiences, and exclusive fan events, TCL aims to not only boost brand visibility but also foster deeper emotional connections with Arsenal fans worldwide.
As global consumer habits continue to shift towards integrated digital experiences, this partnership signals the increasing role technology brands are playing in reshaping how fans engage with their favourite teams.
Arsenal and TCL say their partnership will focus on “inspiring greatness” and delivering innovative, community-driven experiences that reflect both organisations’ forward-thinking ethos.
For more information, fans and consumers can visit the official websites of TCL and Arsenal Football Club.
