Arsenal, of English soccer’s top-tier Premier League and Women’s Super League, have secured a new multi-year partnership with global lifestyle brand Stanley 1913.
Under the new partnership, Stanley 1913 will release an Arsenal-themed collection of drinkware and barware, with each piece taking inspiration from the club’s signature white and red kit colors.
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The brand is also set to gain branding space at Arsenal's home ground, Emirates Stadium, during the men’s Premier League and women’s WSL matches from the start of the 2025-26 season. Stanley 1913 will also work with the club on exclusive content featuring players from the men’s and women’s teams.
Ben James, general manager, EMEA, PMI WW Brands, has said: “From early in our conversations, it became increasingly clear how many parallels there are between our two brands – be it our heritage or shared passion for innovation.
“Across Europe, football is more than a game – it’s a lifestyle – and we’re excited to release a collection that brings people together to celebrate shared sporting experiences.”
Last week, Arsenal unveiled a multi-year deal with iconic beer brand Guinness.
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By GlobalDataMeanwhile, fellow Premier League team Manchester City have announced a new global partnership with digital commerce platform Vtex, which becomes the club’s official digital commerce orchestration partner.
The deal will see Manchester City fans use Vtex’s platform to secure experiences online or on mobile, while the company’s branding will feature at home ground Etihad Stadium and across the club’s digital platforms.
Greg Swimer, chief technology officer at City Football Group, commented: “Technology is critical to the way in which we connect with fans all over the world, who perhaps can’t visit our stadium, or may only visit it once or twice.
“Of course, technology is incredibly crucial in a place like this, the stadium. You don’t see that much necessarily, but you have some things that are on display and very obvious, like all LED and the light shows. But there’s a huge amount of technology involved in the running of the stadium.
"This is where VTEX comes in. Everything you do before you come to the stadium, buying a ticket and buying a shirt, and ordering things you want to do when you’re here and experience this. So technology is critical to the heart of the club and to CFG, to Manchester City and everything we do.”
Elsewhere in the English top flight, Leeds United have announced Cyprus-based international gambling firm Parimatch and cybersecurity platform NordVPN as major sponsors ahead of the 2025-26 season.
Parimatch comes in as the club’s new sleeve sponsor, with the company’s branding appearing on the left sleeve of the player’s home and away kits for the upcoming season.
Parimatch’s branding will also appear prominently at home ground Elland Road on the perimeter LED system and the club’s media backdrop, and training ground Thorp Arch.
The company will work with Leeds United on partnership activations and digital campaigns, which will be promoted through the club and Parimatch channels.
The team’s partnership with NordVPN, meanwhile, sees the cybersecurity company become an official partner of the club for the 2025-26 season.
The deal will see Leeds United supporters offered one month of the company’s services free.
The 2025-26 Premier League season begins on August 15.
