Paramount+ has signed a global partnership with Premier League club Arsenal, a move designed to leverage the team's massive fanbase to promote its streaming content, as first reported by Advanced Television.
The game plan: The agreement includes in-stadium branding on match days and collaborative social media campaigns. The streamer will feature Arsenal players and legends in bespoke content to market shows like Landman and MobLand, kicking off the deal with a launch video narrated by club icon Thierry Henry.
A shared goal: Paramount+ International GM Marco Nobili said the partnership brings the "drama, comedy, and unforgettable moments of both worlds to life." Arsenal’s Chief Commercial Officer, Juliet Slot, added that the deal strengthens the club’s "ambition to compete for major trophies."=
The one-two punch: The deal lands just a week after Paramount acquired the U.K. rights to the Champions League for a reported $1 billion-plus. The back-to-back moves solidify a clear playbook: use premium live sports as a powerful engine to attract and retain streaming subscribers.
This partnership further blurs the lines between sports and entertainment, showcasing how media giants are building ecosystems where live games and on-demand content work together to capture audience attention and wallets. This isn't Paramount's first time using this strategy; the company previously struck a similar marketing deal with David Beckham for its Champions League coverage, signaling a pattern of leveraging top-tier sports talent to bolster its streaming promotions.
