Chinese Consumer Electronics Giant TCL Expands Arsenal FC Partnership

Chinese consumer electronics giant TCL has expanded its partnership with Premier League club Arsenal FC into a multi-year global deal ahead of the club’s pre-season tour, including Singapore and Hong Kong.  

The new deal has named TCL as Arsenal’s official global consumer electronics partner for both the men’s and women’s teams, widening from a regional partnership that began two years ago across UK, Middle East and Africa. 

A pivotal aspect of the global partnership is securing ace winger Bukayo Saka as a global TCL ambassador. The 23-year-old star will be the face of upcoming promotional campaigns and fan engagement initiatives, aiming to deepen TCL’s connection with the Premier League’s club global fanbase to the shared values of both brands.

The deal will also include content creation activations, such as TCL products integrated into Arsenal’s popular matchday show, “Live from N5,” enhancing the fan experience and increasing brand visibility. Fans across the globe can also expect more fan engagement events, including player meet-and-greets and appearances by the club’s legends.   

Juliet Slot, Chief Commercial Officer at Arsenal, enthused, “We are immensely proud of our work with TCL, which has laid the foundation for a new chapter in our relationship and is a testament to our collaboration and shared values. As our new Global Partner, we look forward to continuing this successful relationship, working together to achieve our goals, with our supporters at the heart of everything we do together.”

Ms. Sunny Yang, General Manager – TCL Middle East & Africa, echoed, “We are proud to elevate our partnership with Arsenal to a global level, marking a significant milestone for TCL. This expanded alliance reflects our shared ambition to lead through excellence, innovation, and passion.”

“As a brand committed to shaping the future of smart living, this global partnership allows us to strengthen our connection with fans worldwide and deliver immersive experiences that unite the power of technology with the spirit of sport. We look forward to building a lasting legacy together that inspires greatness across every corner of the world.”

According to ASN data, TCL (12.5%, US$31.4m+) is the 4^th highest spender for its category in the Asian sponsorship market since Q322, with an average quarterly investment of almost US$2.8m during this period. However, spends for the first half of 2025 is poised to hit almost US$2.9m, a sum below the usual average due to a spate of withdrawals from international football stars such as Phil Foden, Pedri and Raphael Varane.