TCL and Arsenal Announce Global Partnership Expansion in Multi-Year Deal

Dubai, UAE –June 02, 2025: TCL, a leading global consumer electronics brand and the No.2 TV brand worldwide, proudly announces the elevation of its partnership with Arsenal Football Club to a global level, becoming Arsenal’s Official Global Consumer Electronics Partner.

This milestone marks a new era in the relationship between two iconic brands driven by shared values of innovation, excellence, and progress. Building on a successful regional partnership in the UK, Middle East, and Africa since 2023, TCL and Arsenal are now taking their collaboration global, connecting with fans and consumers in more markets through shared values of innovation, performance, and progress.

Sunny Yang, General Manager – TCL Middle East & Africa, stated: “We are proud to elevate our partnership with Arsenal to a global level, marking a significant milestone for TCL. This expanded alliance reflects our shared ambition to lead through excellence, innovation, and passion. As a brand committed to shaping the future of smart living, we aim to deliver immersive experiences that unite the power of technology with the spirit of sport. Together, we are building a legacy that will inspire greatness around the world.”

Delivering High-Impact Moments on and off the Pitch:

Since the beginning of the partnership in 2023, TCL and Arsenal have collaborated on a series of high-profile activations that brought fans closer to both the club and the brand:

• The ‘Go Big with TCL’ digital campaign, featuring Bukayo Saka, Gabriel Jesus, and Mo Elneny, introduced TCL’s XL TV collection to global audiences. See here.
• ‘Inspire Greatness’, a regional hero film starring Mikel Merino, Declan Rice, and Ben White, showcased TCL and Arsenal’s shared commitment to empowering communities through sport and innovation. See here.
• Exclusive meet-and-greet experiences in Dubai gave fans and TCL customers direct access to Arsenal players during the club’s warm weather training camp. See here.
• Arsenal legend Robert Pires visited TCL’s booth at IFA Berlin 2023, one of the world’s most influential consumer tech shows.
• And in Turkey, Invincibles defender Martin Keown headlined TCL’s regional product launch, engaging with media, partners, and staff in celebration of the partnership.

Looking Ahead: Deeper Storytelling and Expanded Fan Engagement

Following the success of the ‘Inspire Greatness’ activation, supporters can expect a new wave of storytelling through the extended global partnership featuring Arsenal men’s first team player and newly appointed TCL ambassador, Bukayo Saka. The expanded partnership also includes Arsenal’s UEFA Women’s Champions League-winning women’s team, reinforcing TCL’s commitment to equality and innovation across all areas of the game.

In addition, TCL products will be integrated into Arsenal’s flagship matchday show “Live from N5”, further engaging the club’s global fanbase and bringing smart technology closer to the heart of the matchday experience.

This global announcement is a testament to TCL’s fast-growing presence across MEA and beyond, as the brand continues to innovate in consumer electronics while strengthening emotional connections with sports fans worldwide.

TCL will continue to work with Arsenal to craft powerful stories, create unique fan interactions, and deliver unforgettable experiences across touchpoints on the field, on screen, and at home.