Paramount+ Signs Marketing Deal With Arsenal Soccer Club After Winning U.K. Champions League Rights

A week after its landmark four-year, $1 billion-plus deal securing the rights to show Champion League matches in the U.K., Paramount+ has doubled-down on British soccer.

The streamer has signed a partnership with Arsenal — currently sitting atop the U.K.’s Premier League — that it says will see the team’s “players, club legends and supporters come together to celebrate some of Paramount+’s iconic series.”

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Among those series mentioned are “Landman” and “MobLand,” with Paramount saying Arsenal will collaborate on social media campaigns and that Paramount+ branding will be featured inside the stadium, big screens, matchday programmes and other experiences and activations.

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

“We’re beyond excited to unite Paramount+ and Arsenal– two global iconic brands with supporters that 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’re creating experiences that celebrate teamwork, elevate the game and connect supporters. This partnership brings the drama, comedy, and unforgettable moments of both worlds to life – on the pitch and beyond.”

The moves come following the dramatic entering of Paramount into the U.K. soccer landscape after it won the auction to broadcast most Champions League matches from 2027 to 2031. The company beat current rights holders TNT with reported to be considerably higher than the $1.3 billion TNT paid.