Arsenal has upgraded its partnership with TCL from a regional deal to a multi-year global agreement, naming the Chinese electronics giant as its Official Global Consumer Electronics Partner.

The collaboration, which began in 2023 across the UK, Middle East, and Africa, now targets international markets to deepen engagement with Arsenal’s worldwide fanbase.

The expanded deal will integrate TCL products into Arsenal’s media content, including the club’s flagship matchday show Live from N5.

Men’s first team star Bukayo Saka has been named TCL’s global brand ambassador, with promotional efforts also featuring the club’s UEFA Women’s Champions League-winning squad.

Arsenal’s pre-season tour in Singapore and Hong Kong—home to TCL’s headquarters—will serve as a springboard for fan events and brand activations.

Past partnership highlights include global video campaigns, fan meet-and-greets, and appearances by Arsenal legends at TCL events in Berlin and Turkey.

The move cements a mutual ambition to turn shared values like innovation and excellence into market dominance and content saturation.