TCL, Arsenal to focus on storytelling, brand experiences in multi-year deal

Campaign ME

5 days ago

Global consumer electronics brand TCL has expanded its partnership with Arsenal Football Club to a global level, becoming Arsenal's Official Global Consumer Electronics Partner. The expanded partnership has been activated across several key markets in the Middle East, including the UAE, Saudi Arabia, and Turkey, with additional regional touchpoints planned as part of the extended rollout.
This announcement builds 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.
In conversation with Campaign Middle East, Majid Khan Niazi, Director of Marketing for TCL Middle East and Africa, said, 'We've taken an integrated approach across channels, combining digital storytelling, influencer collaborations, retail integration, and outdoor visibility. Each market's campaign is adapted to suit local audience behaviours and media preferences, ensuring consistent messaging while maintaining cultural relevance.'
Campaigns and long-term engagement
Since the beginning of the partnership in 2023, TCL and Arsenal have collaborated on a series of high-profile campaigns aimed at bringing fans closer to both the club and the brand. The Go Big with TCL digital campaign, featured Bukayo Saka, Gabriel Jesus, and Mo Elneny, introduced TCL's XL TV collection to global audiences. Following this, its Inspire Greatness 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.
In addition, 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, while in Turkey, Invincibles defender Martin Keown headlined TCL's regional product launch, engaging with media, partners and staff in celebration of the partnership.
Niazi said, 'The campaigns are ongoing and will continue to roll out across key markets as we've just extended our partnership with Arsenal. This renewal represents a strategic focus on consistency and long-term engagement, particularly during high-impact sporting moments across the year.'
TCL remains committed is to maintaining a sustained presence that aligns with the football calendar, leveraging key matches and events to maximise engagement and brand visibility throughout the duration of the partnership.
Speaking about the strategy behind expanding the partnership, Niazi said, 'Our ambition was to go beyond visibility to create a deeper emotional connection with audiences across the Middle East and Africa. This collaboration also enables us to offer exclusive club content, exciting deals on our product range, and unique fan experiences, such as opportunities to watch live matches at Emirates Stadium and meet-and-greets with current players and legends.'
TCL and Arsenal brand experiences
As part of the expanded global partnership, TCL customers and Arsenal supporters can expect a new wave of storytelling in collaboration with 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 in line with TCL's brand values.
Niazi added, 'Football is not just a sport; it's a universal language of passion, pride, and perseverance. Partnering with Arsenal allows us to harness that energy and align it with TCL's core values: performance, innovation, and inspiring greatness. By expanding this partnership, we aimed to position TCL not just as a tech brand but as a cultural force, one that empowers fans, fuels ambition, and delivers world-class experiences both on and off the screen.'
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 match-day experience. TCL has also confirmed that it will continue to work with Arsenal to create unique fan interactions, and deliver unforgettable experiences across touchpoints on the field, on screen and at home.
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.
Responding to how the outcomes of this partnership are being measured, Niazi added, 'We measure success holistically, focusing on how the partnership drives overall brand impact and consumer resonance across the region. This includes tracking shifts in brand perception, relevance among football audiences, and the effectiveness of engagement touchpoints across digital, retail, and influencer activations.'
Additionally, TCL is monitoring participation in fan engagement activities, such as competitions and exclusive events, and assessing the reach and impact of its campaigns across various channels to ensure they contribute meaningfully to both long-term brand equity and immediate marketing objectives.
Sunny Yang, General Manager – TCL Middle East and Africa, concluded, '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.'