Paramount+ signs marketing deal with Arsenal football club

A week after the landmark four-year, more than $1 billion deal that secured the rights to show Champion League matches in Britain, Paramount+ has doubled down on British football.

The streamer has signed a partnership with Arsenal – currently at the top of the UK Premier League – which says the team’s “players, club legends and supporters will come together to celebrate some of Paramount+’s iconic series.”

Among the series mentioned are ‘Landman’ and ‘MobLand’, with Paramount saying Arsenal will collaborate on social media campaigns and Paramount+ branding will be seen in the stadium, on big screens, matchday programs and other experiences and activations.

As part of the announcement, Paramount+ released a promotional video titled “For the Love of the Team,” narrated by Arsenal icon Thierry Henry, who currently works as a pundit for CBS Sports.

“We are beyond excited to unite Paramount+ and Arsenal – two global iconic brands with supporters who live and breathe passion,” said Marco Nobili, executive vice president and international general manager of Paramount+. “With hit series like ‘SpongeBob,’ ‘South Park,’ ‘Landman,’ ‘Yellowstone’ and more, we create experiences that celebrate teamwork, elevate the game and connect fans. This partnership brings to life the drama, comedy and unforgettable moments of both worlds – on and off the pitch.”

The moves follow Paramount’s dramatic entry into the British football landscape after it won the auction to broadcast the most Champions League matches from 2027 to 2031. The company beat current rights holders TNT by reportedly significantly more than the $1.3 billion TNT paid.