Arsenal Football Club has officially entered into a new multi-year partnership with home security provider ADT. The deal marks a significant milestone as ADT’s first-ever sports partnership, with the brand designated as Arsenal’s Official Community Security Partner.
Key Partnership Details
- Scope: The agreement covers both the men’s and women’s first teams.
- Focus: The partnership is centered on community safety, educational content, and the integration of ADT’s smart home security technology for fans.
- Activation: ADT will feature across Arsenal’s digital and social channels, including the official club app, and will participate in matchday experiences and local community events.
Why This Matters
According to Arsenal’s Chief Commercial Officer, Juliet Slot, the investment is aimed at driving the club’s “ambition to win major trophies” while reinforcing the club’s deep ties to its local community.
Jake Beecroft, UK General Manager at ADT, emphasized the alignment of values:
“Arsenal is more than a football club, it’s a pillar of its community. Our partnership is built on shared values of protection, trust, and making a meaningful difference. Together, we aim to help supporters and local families feel safer and more supported, both on matchdays and every day.”
This collaboration is another example of a “Big Five” club leveraging its platform to secure non-traditional sponsorship categories that offer tangible value to the fanbase beyond standard branding.