In recent times, Arsenal may not have been as active in the transfer market as many of us would have liked but one part of the club has been securing deals on a regular basis – deals that many hope will soon turn into player investment.
Recently, Arsenal Football Club welcomed another partner to their ever-growing list of commercial relationships in the form of leading Chinese lottery provider DJI Holdings as its official lottery partner in China. The three-year partnership will see DJI will offer participants weekly prizes, including team merchandise and match tickets at Emirates Stadium.
Arsenal’s chief commercial officer, Vinai Venkatesham, said: “We are delighted to welcome DJI Holdings to our family of partners and this will enable the club to connect with more of our fans throughout China. We have a big fan following in China and this partnership is a result of a lot of work growing our presence there. We have toured China twice and have developed significant online followings through social media platforms and dedicated local language website.”
Commercial tie-ins, featured products and Arsenal FC branded merchandise and services are a growing part of Arsenal’s off-field business as the club seeks to not only expand and connect with their global fan base but develop new revenue streams as part of Arsenal’s planned renaissance as a European force.
Two back to back FA Cups followed by successful trips to Asia has seen Arsenal’s global brand and support strengthen considerably in the past two years – a period that has seen significant investment in world-class playing staff like Alexis Sanchez, Mesut Özil and Petr Cech.
Arsenal’s global brand partnerships work similarly to a cashback credit card or website where little to no changes are made to the consumer habits but they are financially rewarded with it. Branded credit cards, electronics, car hire, mobile phone plans and much more spreads awareness of the club and strengthens the bottom line and a non-intrusive way. Arsenal fans using these products are increasing their financial support for the club without any additional purchases or increased spend.
Sadly, Financial Fair Play doesn’t look like it’s going to work out as Arsenal and many other clubs were hoping so short of relying on a billionaire owner clubs like Arsenal need to look for other ways to increase their revenues without squeezing the fans. Branded products and commercial partnerships might be the way to go.
Cross-overs with other sports or recreational activities could be another option with online casino players using Arsenal themed slot machines like the Royal Vegas – football themed slots are highly popular with Royal Vegas leading the way with innovating designs and immersive experiences so this really could be the next natural step for Arsenal’s commercial department.
Arsenal branded golf-clubs or tennis equipment for the sporty Gooner is a further possibility, endorsed by celebrity fans like Andy Murray or Ian Poulter who have both been photographed in Arsenal gear.
The possibilities are seemingly endless and the fans are happy to switch to Arsenal branded products to further their support for the club – and hopefully are rewarded with improved investment in the team but more importantly with results.
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