As the 2025-26 Premier League English soccer season moves into its final stretch, multiple teams are now engaged in the business of boosting their commercial portfolios for 2026-27.
Premier League leaders Arsenal have brought in online trading site HFM as a new global partner for the London club.
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That firm has secured a global rights package, including matchday branding rights at the club's home Emirates Stadium, as well as visibility on the various Arsenal digital and social media platforms.
In addition, Arsenal will also make marketing assets and players available to HFM, "to create engaging new content and experiences for supporters."
Juliet Slot, Arsenal's chief commercial officer, commented: "They [HFM] are a market leader in their field with a strong focus on innovation and long-term success, and support our ambition to win major trophies. Partnerships built on shared values help us deliver the best experiences for our supporters around the world, [and] we look forward to working together.”
Earlier this month, Arsenal unveiled a commercial deal with home security provider ADT.
The multi-year agreement marks ADT’s first sports partnership and covers both the men’s and women’s first teams.
Elsewhere in the Premier League, fellow London side Fulham have struck a multi-year deal with Harvey, an AI service provider that works across the legal and professional services sectors.
Harvey will, through this tie-up, be highly visible at Fulham's Craven Cottage ground, for the club's men's and women's team's home games there.
Winston Weinberg, Harvey's chief executive and co-founder, added: "We’re honored to be partnering with Fulham and look forward to deepening our relationships in London and across the UK.”
Harvey only signed its first-ever sports sponsorship agreement, covering tennis' iconic US Open hard-court grand slam tournament, earlier this month.
The firm becomes the official legal assistant partner of the US Open, with that designation starting at this year's edition of the event.
Everton, meanwhile, have also been commercially active in the last few days, sealing a tie-up with worldwide food and sauces brand Heinz.
That iconic brand (part of the Kraft Heinz group) becomes the Liverpool club's first official sauce supplier, and has secured rights to provide sauces "across a wide range of concourses, kiosks, premium bars, and restaurants" within the new Everton home stadium (which the club's men's team began playing in at the start of 2025-26).
In addition, Heinz' branding will be present on the stadium's big screen and LED advertising hoardings during Everton home fixtures and other major events.
The new Everton stadium at Bramley-Moore Dock is called Hill Dickinson Stadium through a naming rights agreement unveiled last May.
Brands such as Pepsi, Budweiser, Castore, and Christopher Ward, are founding partners of the venue, which has a seated capacity of just under 53,000.
Finally, title contenders Manchester City have launched a youth soccer operation in the US.
Manchester City North Texas will incorporate male and female teams for players between the ages of eight and 19.
It will operate out of the Dallas-Forth Worth metropolitan area in northern Texas, with full-time coaches from Manchester set to relocate there.
This initiative will add to the existing Manchester City Football Programs scheme, which operates in 14 countries and 38 cities.
Jorgina Busquets, City Football Group's managing director for football education, recreation, and partner clubs, commented: "This marks another important step in our ambition to deliver world-class coaching and development programs to young players across the United States.”
Earlier this month, City announced a partnership with N-able, an international cybersecurity firm.
