The Paramount+ streaming service, owned by US media giant Paramount, has doubled down on its presence in the UK after striking a major partnership agreement with English soccer’s top-tier Premier League club Arsenal.
The partnership will see cross-collaboration between the London club and Paramount’s shows, starting with ‘For the Love of the Team,’ a co-branded content piece featuring Arsenal legend Thierry Henry as narrator, which was launched today to mark the agreement.
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Arsenal and Paramount+ will also work together on a series of social media campaigns, while Paramount+ branding will be featured in-stadium during men’s and women’s match days across the big screens, matchday programme features, and other stadium experiences and activations at their home ground, Emirates Stadium.
Juliet Slot, chief commercial officer at Arsenal, has said: “We’re delighted to welcome Paramount+ into our Arsenal family.
“They’re a world-class, global entertainment brand, and we’re so excited to work together and create new ways for our supporters to feel even closer to the club. Their expertise, creativity and investment strengthen our ability to deliver outstanding experiences for our supporters and support our ambition to compete for major trophies.”
Campaigns between the pair will coincide with some of the biggest launches on Paramount+ throughout the 2025-26 season, including Landman starring Billy Bob Thornton, Demi Moore, and Sam Elliot, and Guy Richie’s Mobland, featuring Tom Hardy, Dame Helen Mirren, and Pierce Brosnan.
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By GlobalDataAn activation around Landman’s release this month will see a content piece featuring first-team Arsenal players Eberechi Eze, William Saliba and Gabi Martinelli, in conversation with social media influencer Sharky.
Other collaborations will showcase several men’s and women’s first team players.
Marco Nobili, executive vice president and international general manager of Paramount+, added: “With hit series like SpongeBob, South Park, Landman, Yellowstone and more, we’re creating experiences that celebrate teamwork, elevate the game and connect supporters. This partnership brings the drama, comedy, and unforgettable moments of both worlds to life – on the pitch and beyond.”
The deal will increase Paramount’s visibility in England’s top-tier soccer league as it gears up to provide coverage of UEFA’s top-tier Champions League (UCL) for the next four-year rights cycle.
Last week, it was announced that Paramount+ had snapped up the primary suite of UK rights to the UCL for the 2027-31 cycle, taking over those currently held by Warner Bros. Discovery-owned pay-TV player TNT Sports.
Paramount’s rights package includes every UCL fixture each game week, bar the weekly top-pick Tuesday-night game, a package that Amazon Prime Video retains through 2030-31.
Paramount already has a significant non-sporting media footprint in the UK, primarily through its streaming platform, which launched in the country in 2022, as well as through its ownership of free-to-air broadcaster Channel 5 and various pay-TV channels in the country, including MTV and Nickelodeon.
The US media giant has spent big since its recent acquisition by film production enterprise Skydance, splashing billions of dollars on rights to TKO-owned combat sports products.
In August, meanwhile, Paramount announced a multi-year partnership with American football’s elite NFL that sees Channel 5 provide free-to-air coverage of the league in the UK for the first time in 20 years.
Under that deal, starting with the 2025-26 season, Channel 5 will have two Sunday evening fixtures per week throughout the regular season via its new NFL: Big Game Night show, which looks to blend its coverage with entertainment segments.
The slate also included the NFL regular season international games that will take place in London, England, and Dublin, Ireland, in 2025, as well as three of the league’s annual post-season playoff games and the season-ending Super Bowl, ensuring that the sport’s biggest showcase, a major TV draw in the UK, remains on free-to-air TV.
